Abstract
Event attendees' citizenship behaviors play a vital role in shaping their experiences. This research explored the effects of value co-creation strategies in events on attendees' citizenship behaviors by examining the mediating roles of attendees' senses of empowerment and psychological ownership. The results indicated that events' value co-creation strategies positively influence attendees’ sense of empowerment, which, in turn, predicts their citizenship behaviors through their psychological ownership of the event. Additionally, the study confirmed that the effects of value co-creation strategies varied between first-time and repeat attendees. These findings can help businesses optimize their events to foster positive attendee experiences and behaviors.
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