The aim of this empirical research is to investigate the influence of extrinsic experiential value on customer participation in value co-creation behaviour in hypermarkets. Data were collected from 800 customers of four top hypermarkets in Malaysia. Structural Equation Modeling (SEM), an analytical technique, was used to analyse the data. Findings indicate that extrinsic experiential value has a positive impact on customer information seeking behaviour, information sharing behaviour, and personal interaction behaviour. The study concludes that in order to develop customer participation in value co-creation behaviour, hypermarkets should provide high extrinsic experiential value in terms of service excellence and high returns on investment. This will influence customer behaviour and engage them to co-create value which is not only beneficial for customers but also for the hypermarkets to gain competitive advantage. © Universiti Putra Malaysia Press.