What drives consumers’ active participation in the online channel? Customer equity, experience quality, and relationship proneness

While the proliferation of online channel has promoted consumerś active participation in the value-creation process, affecting the way consumers transact and interact with brands, this increased consumer empowerment also has its dark side. Drawing from social exchange theory, we aim to offer a unifying framework to understand the linkages between customer equity, experience quality and non-transactional behaviors (including co-creation and...