Research on the Influence of User Relationship Strength on Value Co-Creation Behavior of Online Fitness Community

Abstract

ABSTRACT Purpose The factors that drive user value co-creation behavior are unique to China due to the country’s unique economic, political and cultural influences. However, few scholars have paid attention to the driving factors of user value co-creation behavior in the Chinese context. In this study, the authors deepen their understanding of the drivers of user value co-creation behavior by exploring the impact of relationship strength, a variable with Chinese characteristics, on value creation behavior. Design/methodology/approach The article takes the relationship strength of online fitness users as the research object from the user’s perspective, uses literature and questionnaires to establish a model of the influence mechanism of online fitness users’ relationship strength on value co-creation behavior, use AMOS to test the model empirically based on the data of 471 senior Chinese online fitness users. Findings The findings confirm that all dimensions of relationship strength, except duration, have a significant positive impact on value experience. Each dimension of relationship strength has a significant positive impact on demand satisfaction. Value experience and demand satisfaction have a significant direct positive impact on value co-creation behavior. Research Implications This study introduced the variable relationship between strength, explore the user relationship strength with Chinese characteristics variables influence on value creating behavior, follow the “stimulus → psychological perception → value co-creation behavior” logic, build the user relationship strength of value creating action mechanism model, and carries on the empirical test, it broadens the research perspective of driving users to produce value co-creation behavior. Practical Implications The results of this study show that managers need to enhance the relationship strength of users in online fitness communities, especially to improve users’ perception of reciprocity, and to focus on users’ needs and experiences to achieve value co-creation. Originality This study makes two main contributions. It examines the impact of online fitness user relationship strength on value co-creation behavior in the Chinese context, enriching the research on the drivers of value co-creation behavior. Additionally, this study reveals the influence mechanisms of online fitness user relationship strength on value co-creation behavior and provides theoretical guidance for online fitness company to drive users to generate value co-creation behavior.