How China’s internet commonweal platform improves customer participation willingness? An exploratory study of Ant Forest

The advanced information technology leads to network age, making existing competitive advantages such as differentiation and cost leadership powerless in B2B context. The competitiveness of individual firm plays a significant role in enhancing the competitive advantage of a business network that a firm belongs to. The competitiveness of a business network depends on value co-creation, the interaction among firms in a network. Value co-creation has desirable and risky aspects. The increases in profits, brand reputation, and time and cost efficiency, client and supplier learning, etc. are positive aspects. But role conflicts, role ambiguity, and tension, etc. are negative outcomes.How can the industrial firm succeed in value co-creation with its partners in B2B context? The study focuses on the firm’s strategic marketing orientations as an antecedent of value co-creation. Strategic marketing orientations as the values and beliefs of the firm affect the collaboration with other firms during value co-creation. Previous literature assumes that a firm pursues one single strategic orientation.However, the study assumes that an industrial firm has entrepreneurial orientation, market orientation, long-term orientation, and relationship orientation. The study mostly focused on the relationships among those strategic marketing orientations. Based on these inter-relationships, the study proposed a set of value co-creation activity criteria such as information seeking, information sharing, personal interaction, responsible behavior, feedback, helping, advocacy, tolerance. Value co-creation has been evaluated by relationship performance such as trust and commitment.The study examined the relationships between strategic marketing orientations and value co-creation. Data was collected from 159 Korean manufacturers in B2B context and analyzed through structural equation modeling.The study provides evidence that entrepreneurial orientation affects market orientation positively and market orientation has positive effects on long-term orientation and relationship orientation, and long-term orientation and relationship orientation influence value co-creation directly. Value co-creation has a positive effect on relationship performance.The results of the study provide valuable implications to the mangers of industrial firms in B2B context. To succeed the value co-creation, the firm first has to look at the difference between strategic marketing orientations that the value co-creation partners pursue. In terms of selecting value co-creation partner, industrial firm with long-term orientation and relationship orientation will be more effective. Six activities of interactions during value co-creation play an important role in enhancing trust and commitment.The study contributes to the value co-creation literature by identifying strategic marketing orientations as independent variable influencing the value co-creation in B2B context. The study has several limitations that call for future research.

The purpose of this study was to determine the mediating role of the tourists’ citizenship behavior between the value co-creation with customers and customer satisfaction. The data of the study was collected through a survey administered to the tourists who visited Antalya and purchased the touristic products through the co-creation. Confirmatory factor analysis, structural equation modeling analyses, and SPSS process extension analysis were carried out on 252 valid survey data collected from the sample. The results of the study showed that the value co-creation with customers was clustered in two factors: (i) experience quality value and (ii) individual value. The tourists’ citizenship behavior consisted of four factors: (i) advocacy behavior, (ii) tolerance behavior, (iii) helping behavior and (iv) feedback behavior. According to another result of the study, the value co-creation with customers had a statistically significant and positive direct effect on customer satisfaction and the dimensions constituting the citizenship behavior of the tourists. Furthermore, it was concluded that the mediating effects of the advocacy and tolerance dimensions on the relationship between the value co-creation with customers and customer satisfaction were found to be statistically significant and positive.

With the development of economy and society, the utilization of the Internet in all walks of life is booming, and corporate social responsibility (CSR) has also evolved from a traditional offline model to a combination of online and offline models. The use of social media for value co-creation is called virtual value co-creation. China’s Alipay platform launched a public welfare activity Ant Forest, which is an example of virtual value co-creation. Behind this seemingly simple activity is a complex value co-creation behavior. This article considers Ant Forest as an example, guided by the theory of value co-creation, and selects the post-90s as the research object to explore the motivation of users to participate in virtual value co-creation.

Value and value co-creation have received increasing interest among service, marketing and tourism researchers in recent years. The Marketing Science Institute (MSI) has identified “delivering customer value” as a key priority research topic in its latest 2020-2022 research priorities. Understanding the tourist experience value co-creation process has strategic importance for destination managers. Previous studies in tourism have investigated value from an economic perspective and focused the impact of experience quality on value; less attention has been devoted to the study of tourist experience value from a multi-dimensional and co-creation perspective. This research aims to examine how experience value is perceived and co-created by tourists at a heritage destination. This research draws upon the service-dominant logic paradigm to investigate the dimensions, antecedents, and consequences of experience value from the tourists’ perspective in Huangshan, China. Specifically, this thesis explores how to measure tourist experience value at the destination level, the role tourists and destination play in the value co-creation process, and how tourist experience value leads to subsequent outcomes on tourist evaluations. This study applies a sequential mixed-methods approach consisting of two stages: qualitative and quantitative. The first stage of the study employs interviews with 50 tourists who have just completed a trip to the heritage destination, Huangshan. The qualitative phase is used to derive insights regarding the nature and dimensions of tourist experience value and also tourist co-production behaviour at a tourist destination. The second stage involves two stages of questionnaire data collection. A pilot study (N=183) and then the main survey (N=958), conducted to test the proposed model using structural equation modelling and mediation analyses. This research provides several important findings. First, this research indicates that tourist experience value is a multi-dimensional construct with seven dimensions, namely aesthetic value, positive emotional value, restoration value, social relationship value, educational value, spiritual value, and economic value. Second, both tourist involvement and perceived competence significantly and positively influence tourist experience value. Additionally, destination quality also has a significant impact on tourist experience value. Third, tourist co-production is a multi-dimensional construct involving physical interaction and social interaction, which has a direct and positive effect on tourist experience value. Furthermore, tourist co-production has an important mediation effect in the value co-creation process. Fourth, tourist experience value has a positive and significant influence on tourist wellbeing and destination identity. In conclusion, from a service-dominant logic (S-D logic) perspective, tourist-owned resources, destination-owned resources, and tourist co-production play important roles in the tourist experience value co-creation process in the heritage destination. The findings of this research make significant contributions to the body of knowledge about tourist experience, value co-creation, S-D logic, and heritage tourism. This research has developed a multidimensional scale of tourist experience value at the destination level, especially in a heritage destination context. In particular, this research extends the experience value literature by explicitly adding aesthetic, restorative, and spiritual value dimensions to the measurement scale. This research also extends the traditional “quality-value-satisfaction” model by adding tourist owned resources and tourist co-production into the model, providing a more holistic and theoretically founded framework to better understand the tourist experience value co-creation process. The research not only enriches the knowledge of heritage experience research, but also lends empirical support to the proposition that customers are important co-creators of value in the S-D logic. Practically, this research can help heritage destination marketing organizations and the tourism industry to acquire an in-depth understanding of the tourist experience value co-creation process. More specifically, the measurement scale of tourist experience value identified in this study can be used as a benchmark to better meet the needs of tourists. In addition, this research provides destination managers with knowledge in terms of the factors that influence tourist experience value. Heritage destination managers should be aware of the important role of tourists in co-creating value, including their involvement, perceived competence, and also co-production behaviours during the trip. The heritage destination should shift the value creation perspectives from creating value for tourists to creating value with tourists. In summary, this research helps destination managers to better design destination marketing and management strategies to improve competitiveness.

As an important supply chain development strategy, green investment and sustainability are concerns of the government and enterprises. However, due to the high cost and low profit of green investment, a large number of small and medium-sized firms can be deterred from their implementation. Value co-creation has become a key measure to solve this problem. This article explores the relationship between the green supply chain (GSC) strategy, value co-creation, and corporate performance in the manufacturing environment, and considers the regulatory effects of internal environmental factors and external environmental pressures on this relationship. Based on data from 115 manufacturers in China, we tested the hypotheses, explained the statistical results, and identified key concerns for implementing GSC through value co-creation. The findings reveal that the GSC strategy can promote a high level of firms’ value co-creation with their supply chain partners, and different value co-creation modes have different effects on firm performance (i.e., operational performance, innovation performance, and financial performance). In addition, the findings indicate that macro-level external pressure and micro-level internal support could enhance such effects. This study enriches the literature with value co-creation modes and GSC management by integrating GSC strategies and value co-creation strategies, providing confidence to the firms and their supply chain partners in value co-creation, thus helping them to better implement a GSC strategy.

Investigating the intention to participate in environmental governance during urban-rural integrated development process in the Yangtze River Delta Region

本研究旨在探討貴州省Z縣建設中的康養小鎮為案例，藉此瞭解地方居民對未來康養小鎮在運營與維護的參與意願、基層政府信任與居民支持度的影響。針對康養小鎮周邊之核心社區居民為主要對象，並選擇5%的總人口數為受測者，通過立意抽樣調查及面對面的方式進行問卷發放，獲得有效問卷443份，並對資料進行描述性統計分析、信效度分析和結構方程模式驗證。結果發現，居民參與意願對基層政府信任具有正向顯著影響，基層政府信任對居民支持度具有正向顯著影響，同時基層政府信任在居民參與意願及居民支持度之間具有完全中介效果。結果表明，該地人口以農民為居多，強化居民的基層政府信任度和農民參與及其社會保障機制，才能營造良好的政民互動氛圍，促進康養小鎮的持續發展。The purpose of this paper is to explore the relationship among residents' participation willingness, local government trust and support in the construction of health and therapy town in Z County, Guizhou. In this paper, adopted purposive sampling in the core community of the health town and selected 5% of the total population as testers, obtaining 443 valid questionnaires, and descriptive statistical analysis, reliability and validity analysis and structural equation modeling were performed on them. According to the results, residents' participation willingness has a positive and significant impact on local government trust, while government trust has a positive and significant influence on policy support. The full mediation of local government trust has between residents' participation willingness and support; the influence of moderating function on participation willingness and support is moderated by types of workers that farmers generally do higher in participation willingness and support than non-farmers. The results show that the residents' trust in the local government should be strengthened to create a suitable atmosphere of interaction between the government and the people, and present the priority should be given to the farmer participation and social security mechanism.

BackgroundIn the medical field, value co-creation involves patients’ active involvement. By collaborating with service providers, patients can contribute to the creation of more targeted and effective value. Patients’ self-efficacy and behavior are crucial in this process, as their active participation and support can enhance their service experience. This study investigated the impact of chronic disease patients’ self-efficacy and value co-creation behaviors on the outcomes of value co-creation.MethodsRelevant data were acquired through a questionnaire survey using statistical methods, such as the t-test, analysis of variance, and stratified linear regression. This approach was used to examine the current conditions and factors influencing value co-creation outcomes among community-dwelling patients with chronic diseases. Additionally, a structural equation model was employed to systematically investigate and validate the impact pathways and mechanisms related to the influence of self-efficacy and value co-creation behaviors on value co-creation outcomes. We also explored the moderating effect of digital health technology application capabilities on the relationship between self-efficacy and value co-creation behaviors.ResultsSelf-efficacy, information search, interactive collaboration, feedback provision, and shared decision-making exert significant positive influences on the value co-creation outcomes among individuals with chronic diseases. The path analysis of the structural equation model indicates that self-efficacy and value co-creation behaviors may directly impact value co-creation outcomes. Concurrently, value co-creation behaviors partially mediate the association between self-efficacy and value co-creation outcomes. Furthermore, the digital health technology application capability exhibits a negative moderating effect in the pathway from self-efficacy to value co-creation behaviors.ConclusionsThe implementation of health education and social support measures by healthcare institutions and communities may augment patient self-efficacy, facilitate doctor-patient interactions, and promote shared decision-making. These initiatives could enhance the value of chronic disease services and optimize patient experiences. Additionally, healthcare institution managers are encouraged to focus on optimizing internet hospital platforms, organizing digital health training for patients, and bolstering patients’ proficiency in digital health technology applications. This strategy aims to instill a sense of health responsibility among patients with chronic diseases by fostering positive behaviors in interactive collaboration, information search, feedback provision, and other dimensions.

Co-creation of Social Value through Integration of Stakeholders

PurposeThis study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction.Design/methodology/approachA model studies the association of VcC to Trust, Commitment and Satisfaction, the latter in its economic and social dimensions. The relationships in the model are empirically contrasted twice (with suppliers and clients) for a sample of 77 firms participating in an industrial panel, the Spanish Furniture Market Observatory.FindingsUsing PLS-SEM, results suggest that, in industrial B2B relationships, VcC acts as antecedent of Trust and, to a minor extent, of Commitment. It also has a positive effect on Social Satisfaction, the latter having a positive effect in turn on Economic Satisfaction.Research limitations/implicationsResults are limited to the Spanish furniture industry with a cross-sectional approach. The linkages between VcC and Commitment, as well as the differences found between Social Satisfaction and Economic Satisfaction, need replications.Practical implicationsThe study suggests that VcC is the core of B2B industrial relationships. VcC may also boost Economic Satisfaction.Originality/valueLiterature on VcC has been extensive in B2C and B2B mostly for service contexts; this paper contributes by bringing evidence from a B2B manufacturing context. At the same time, it depicts a triadic approach of VcC in B2B, by measuring the relationships with both the manufacturer's main supplier and main client. The study also contributes with evidence to the role played by Trust and Commitment in the relationship between VcC and two Satisfactions.

Purpose This paper aims to examine salesperson skills, including listening, communication, and adaptive selling, that can enable value co-creation with customers and increase sales performance, while taking into consideration the contingent role of salesperson relationship-enhancing activities. Methodology Survey and objective sales performance data were collected from 201 B2B salespeople in the industrial goods industry. The hypotheses were tested using PLS-SEM. Findings The results show adaptive selling, listening, and communication of salespeople positively impact the behaviors of salespeople to co-create value with customers. The results show that when salespeople co-create value with customers, they will have a positive effect on sales performance. Results show how value co-creation mediates the effects of listening and adaptive selling on sales performance. Research Implications Salespeople need to effectively listen to their customers to provide needed solutions by jointly working with them to co-create value. Similarly, a salesperson’s communication and adaptive selling skills have collective impacts that positively contribute to the value co-creation process. Results supplement previous findings in the literature by showing value co-creation holds a positive effect on sales performance at the micro salesperson level. The results offer additional support to the ongoing dialog on the role of a salesperson as a value co-creator. Practical Implications This study has identified several variables that engender successful co-creation by salespeople in B2B sales contexts. Findings demonstrate that salespeople who can adapt their selling approach, are good listeners, and can effectively communicate with customers can engender the value co-creation process with customers. The findings serve as a base to create professional guidelines about the skills and capabilities salespeople need to successfully execute a value co-creation process. Originality/Value The study adds to the literature on value co-creation by highlighting three factors that can enhance the value co-creation process at the level of salespeople leading to better sales outcomes. This research adds the existing literature on the role of value co-creation in sales by empirically examining the relationship between value co-creation and sales performance at the salesperson level.

PurposeThis study contributes to current efforts to design and implement sustainable innovation strategies in organisations from the textile industry. This study aims to examine how businesses can overcome the current challenges (e.g. lack of resources) of sustainable innovation by the incorporation of green knowledge of customers into their value co-creation strategies. Such strategies are based on actively listening to customers and addressing their expectations with regard to environmental sustainability, in particular in the face of the negative environmental impact of the fast-fashion industry.Design/methodology/approachThe findings of this study are derived from the analysis of data collected from 208 small and medium enterprises (SMEs) in the Spanish textile sector. A partial least squares structural equation modeling analysis was conducted using version 3.3.3 of the SmartPLS software.FindingsThis paper contributes to the literature on environmental sustainability by informing SME eco-innovation through the active listening of their customers’ perceptions while implementing value co-creation strategies. The research has found that engaging with customers and actively listening and addressing their expectations can result in the creation of green knowledge that contributes to both incremental and radical eco-innovation in the textile sector.Practical implicationsThis study found that when organisations from the sector lack eco-innovation capabilities, their existing and often their potential customer base is able to acquire new environmental knowledge and transfer it to the business through a process of value co-creation. The research also found that such green knowledge has the potential to lead to eco-innovation in the sector. In other words, the value co-creation process between the textile industry and its customers is a driver of the eco-innovations required to reduce the environmental impact of the sector, helping it address both its sustainability and its ethical challenges.Originality/valueThis study proposes that co-creation challenges such as the lack of resources, funding, qualified staff or technologies motivate companies in the textile sector to collaborate with their customers to seek joint solutions.

This study proposes a three-dimensional conceptualization of consumer value co-creation and examines perceived online interactivity as its major antecedent in the context of the Chinese online travel community. Through a structural equation model analysis, it is found that Chinese online travel community users’ value co-creation behavior can be conceptualized as a three-dimensional model consisting of engagement, personalization and dependence, and their value co-creation behavior was effectively triggered by online interactivity. Path analysis revealed evidence for the underlying psychological mechanism of perceived online interactivity on consumers’ value co-creation via online trust. Based on these findings, theoretical contributions and managerial implications are discussed.

PurposeThis article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined.Design/methodology/approachTotal 426 questioners are collected from the customers who consumed intelligent service robot.FindingsFirst, the perceived interactivity (PI) of AI stimuli have a significant positive impact on value co-creation; second, customer engagement plays a mediating effect on the relationship between PI and value co-creation; finally, customer ability readiness has a positive moderating effect on the relationship between AI stimuli, customer engagement and value co-creation.Research limitations/implicationsFirstly, the method of questionnaire survey has certain limitations, In future research, more advanced survey methods (such as social perception calculations) can be used to make survey samples more comprehensive and analysis results more accurate. Secondly, the paper used a single-dimensional test for the two variables of customer engagement and value co-creation. Future research should divide the dimensions of customer engagement and value co-creation into more specific way. Finally, this study lacks research on the regulatory effect of customer ability readiness and further division of customer readiness.Practical implicationsFirst, this paper uses the arousal theory to participate in marketing theory and value co-creation theory, which is the cross and fusion of theory, and also the enrichment and expansion of the existing theoretical research, with a certain theoretical innovation. Second, based on previous research, this research developed and designed a measurement scale for AI stimuli. Finally, through empirical research, it is found that the perceived personalization of AI stimuli does not have a significant direct effect on value co-creation, which is a new views and insight.Social implicationsFirst, when using intelligent customer service robots, companies should pay attention to improving the PI and personalization of intelligent customer service robots. Second, companies should attach importance to the development environment of customer engagement, proactively and effectively identify customer needs. Finally, companies should provide customers with a good support atmosphere, publicize and explain in advance the use of intelligent customer service robots to increase their confidence.Originality/valueThe study develops a scale of AI stimuli and is among the first to integrate and examine the inter-relationships between customer engagement, customer ability, and value co-creation from the increasingly important phenomenological perspective of AI.

Every cloud has a silver lining — Exploring the dark side of value co-creation in B2B service networks