Research on Value Co Creation in Entertainment Experience

Virtual brand community is a typical platform of value co-creation,and interaction is a behavior trace of value co-creation. Customer is a kernel body of interaction. Then,in the virtual brand community context,which kind of behavior do customers carry out in the interactive process of value co-creation? What value does interactive behavior create for customers? Does interactive behavior certainly create value? Based on document research and previous research achievements,this paper argues that customer value co-creation interactive behavior is made up of four dimensions,namely help seeking,interpersonal interaction,feedback and advocacy,and customer value is composed of three dimensions,namely use value,recreational value and social value. By online questionnaire survey, this paper uses structural equation to verify the effect of the interactive behavior on customer value. It arrives at the results as follows:firstly,help seeking and feedback are both value co-creation and value co-destruction behavior because help seeking significantly has a positive impact on use value,but significantly has a negative impact on social value,and feedback has a positive impact on social value,but has a significantly negative impact on recreational value;secondly,interpersonal interaction and advocacy are both value co-creation behavior and do not lead to value co-destruction, because interpersonal interaction has significantly positive impacts on recreational value and social value,and advocacy has significantly positive impacts on the three dimensions of customer value.

PurposeThis paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages.Design/methodology/approachThree consecutive studies are carried out to test the hypotheses examining the antecedents and results of co-creation behavior, as well as the behavior itself in a new headphones design context. The experimental data have been collected from 934 university students within a period of six months.FindingsFindings suggest that extraversion and openness to experience increase consumers’ willingness to participate in VCC. Celebrity endorsers and product category involvement also affect this tendency. When consumers display co-creation behavior, they intend to purchase the product to be co-created. However, they are especially keen to buy this co-created product when their contributions are embodied in it.Originality/valuePrevious studies focus on intentions, lacking a detailed analysis of actual VCC behavior. By shedding light on co-creation behavior with its before and after stages, this paper contributes to co-creation literature with a field experiment. Consumers’ co-creation behavior has been observed in the context of new product development, which is mostly occupied by business to business research. Therefore, the results also add to research on new product development in business to consumer contexts.

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image.

PurposeThis paper aims to explore whether, how and when influencers’ value co-creation behavior in a post – influencers investing operant resources to enhance the value gained from using the product – shapes consumers’ responses toward an influencer’s recommendation. Based on value co-creation theory and consumer inference, this paper proposes that consumers infer influencers have more expertise with and more favorable attitude toward the product from value co-creation. Consequently, such behavior can foster consumer engagement and favorable attitude toward the recommended product.Design/methodology/approachThe authors collected real-world data and conducted four sets of experimental studies. In the experimental studies, the presence of an influencer’s value co-creation behavior (i.e. co-creation vs. control) was manipulated to test the causal effect and mechanisms of co-creation on engagement and product attitude.FindingsResults show that influencers’ value co-creation behavior positively affects consumers’ engagement and attitudes toward the product. These effects are driven by perceived influencer’s expertise with and favorability toward the product (Studies 1 and 2). Co-creating utilitarian value is more effective than co-creating hedonic value (Studies 3A and 3B). In addition, influencers with a larger number of followers benefit more from co-creation behavior than those with fewer followers (Study 4).Research limitations/implicationsThis research adds to the literature on value co-creation by investigating how, why and when influencers’ value co-creation enhances consumer responses to the post. Our investigation concretizes value co-creation behavior in the context of influencer marketing and demonstrates its signaling effect with nuanced role of value type in shaping the effect. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts.Practical implicationsBrands should encourage influencers to focus on value-in-use co-creation when promoting their products. While emphasizing value co-creation in influencer partnership, brands should also carefully consider the type and size of influencers they collaborate with based on the nature of their products and target audience. The research findings also provide practical implications for influencers, offering guidance on how they can optimize their content creation strategies and enhance their effectiveness in influencer marketing collaborations.Originality/valueThis research enriches understanding of value co-creation in the context of influencer marketing and the role of content specifics in influencers’ posts. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts.

PurposeMany companies strengthen their interaction with consumers by establishing online communities and bring convenience to value co-creation with consumers. Some companies use economic and social strategies to stimulate consumer value creation. However, the way to increase the effectiveness of such corporate strategies remains unclear. To address this challenge, this study investigates the impact patterns of economic and social strategies that influence consumers' value co-creation behaviour in firm-hosted online communities (FOCs). Moreover, the effective conditions for the value co-creation of the two strategies are explored.Design/methodology/approachData from an FOC were collected for electronic communications products. A total of 1,305 second-hand data records on value co-creation activities were obtained. Then, an econometric model was built and Stata14.0 software was used for data analysis.FindingsThe effect of economic interaction strategy on the value co-creation in online communities is an inverted U-shaped model, and that of social interaction strategy is relatively stable and is not an inverted U-shaped model. Value creation initiatives introduced by enterprise personnel adopt economic strategies to improve effectiveness. On the contrary, value co-creation activities initiated by consumers use social strategies for the same purpose. Economic strategies are effective for large teams, whereas social strategies may lead to a “free rider” mentality.Research limitations/implicationsThis study finds two important factors affecting the value co-creation in FOCs and their effective boundaries. However, other factors may also affect the online community value co-creation. Future research can further explore the intrinsic mechanisms of these strategies for value co-creation.Practical implicationsThis article mainly discusses the influence of stimulation strategies on the value co-creation in an actual company community and exhibits good practical significance for the value co-creation activity and management in online communities. Firstly, corporate strategy is effective in communities, but this strategy requires proper control. Secondly, the company strategy must consider appropriate application conditions.Originality/valueThis study deepens the understanding of the impact of economic and social strategies on the value co-creation in FOCs and the effective boundaries of these impact patterns.

PurposeThe surge of virtual events caused by COVID-19 has changed the way customers and companies engage. However, the existing body of literature is constrained in understanding interactive marketing in the virtual event space. Therefore, the purpose of this study is to examine the dynamics of on-site and off-site sponsorship content, customer participation and citizenship behaviours, as well as brand love.Design/methodology/approachThis study utilized the Delphi (Study 1) as well as structural equation modelling and artificial neural network (Study 2) to analyse the responses collected from 6 experts and 485 respondents.FindingsThe findings of this study revealed that sponsorship content significantly facilitates value co-creation behaviours in the virtual event setting. Notably, on-site sponsorship content has a greater influence on customer citizenship behaviour, whereas off-site sponsorship content has a greater influence on customer participation behaviour. In addition, the value co-creation behaviours of customer participation and citizenship were also found to significantly facilitate brand love.Research limitations/implicationsMultiple countries data should be adopted in future studies in order to overcome the cultural effects of framing value co-creation behaviour and brand love.Practical implicationsPractitioners should focus on their sponsorship content strategy in relation to stimulating customer value co-creation behaviours and make better decisions on the type of sponsorship content that they should employ in a virtual event.Originality/valueThis study is among the few to focus on interactive and brand marketing in virtual events by examining on-site and off-site sponsorship content as antecedents of value co-creation behaviours and subsequently brand love.

PurposeThis paper aims to draw on the trust-commitment theory and the framework of service-dominant marketing logic to investigate the potential effect of trust at both brand and service personnel level on consumers’ value co-creation behaviour.Design/methodology/approachThe study adopts a consumer perspective to investigate and interpret consumers’ value co-creation behaviour. The measurement scales were developed based on literature review and findings from focus group study. Survey interviews were undertaken in the USA and Hong Kong so as to test the potential moderator effect of country.FindingsEffort-in-use and service co-design behaviour are two aspects of value cocreation behaviour. The findings provide theoretical expansion of the theory on value cocreation in two ways and suggest to discriminate the effect of consumer trust on and role in value cocreation behaviour at brand and service employee levels. Besides, the relationships among “trust in employee”, “trust in brand”, effort in use behaviour, service co-design behaviour, and customers’ perceived value actually could be moderated by country factor.Research limitations/implicationsThe study only focuses on the behavioural dimension of value cocreation behaviour but provides a number of suggestions on how to expand the domain of the measurement scale for value co-creation behaviour, cultural influences and customer perceived value and identifies several potential moderators such as reputation of the service brand and type of service for future research.Practical implicationsThe findings provide important insights to service marketers on how to adopt appropriate service strategy, service operation, marketing communications and service training to facilitate consumers’ value co-creation behaviour.Originality/valueThe present study represents the first attempt to investigate the potential impact of consumer trust at different levels on customers’ value cocreation behaviour. It explains the connections between trust as an antecedent to value cocreation under different country contexts, thereby adding new knowledge in both domains.

Enhancing university brand image and reputation through customer value co-creation behaviour

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.

Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprises need to rely on multiple parties to participate in value co-creation to integrate and build game brand value and gain advantages in the industry competition. Based on Perceived Value theory and Value Co-creation theory, this paper constructs a theoretical model of online game users’ Value Co-creation Behavior, analyzes the mediating role of Brand Relationship Quality between Perceived Value and Value Co-creation Behavior, and the moderating role of Game Literacy. The study found that Self Fulfillment and Social-emotional Development had significant effects on Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. In contrast, Character Experience and Recreational Release significantly affected Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. Brand Relationship Quality mediates between Perceived Value and Value Co-creation Behavior; Game Literacy mediates between Perceived Value and Value Co-creation Behavior. The moderating effect of Game Literacy in the relationship between Perceived Value and Value Co-creation Behavior is not significant. The above study results have important reference significance for the development of online games.

With the transformation of social development and customer needs, the traditional model of value creation has been unable to adapt to market environment evolving. In order to enhance the core competitiveness of the firms, and meet the customers' needs, the value co-creation model was proposed and has achieved some good results. In the value co-creation model, customers and firms are brought into the process of production and consumption, and drawing support from the value proposition offered by firms. The business value and customer value are created together. Based theory of planned behaviour (TPB), the behaviour mechanism of value co-creation activities in the service industry between the customers and the firms are analysed in detail. Through the literature review, the theoretical model reflecting the relations among the concepts is established. In this study, the data were collected by the survey method. The structural equation model was used in the data analysis. The results showed that value co-creation attitude, subjective norm, and perceived behavioural control could truly affect the customers' co-creation behaviour. Finally, some suggestions and countermeasures that could effectively manage and motivate the value co-creation behaviour of the customers in the service industry were put forward.

PurposeThe purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent satisfaction and teacher competence.Design/methodology/approachAn online survey of 932 parents of primary and secondary school children was conducted. Canonical correlation analysis (general linear model) was used to test the impact of parental involvement in value co-creation behaviour on education service outcomes.FindingsValue co-creation behaviour has a positive impact on education service outcomes, but the impact differs depending on the type of behaviour. Parent citizenship behaviour positively affects satisfaction, school reputation and perceived teacher competence. However, parent participation behaviour positively affects satisfaction with the school and perceived teacher competence.Research limitations/implicationsThe study used self-reported data from parents, which may be biased and subject to errors. Future research could use more objective measures such as administrative records or teacher reports. The study's results are limited to one country, highlighting the need for further research in multiple countries.Practical implicationsThe study's findings have implications for education service providers in terms of the importance of supporting parental involvement in their child's school life via value co-creation behaviour.Originality/valueThe study contributes to the service dominant logic, value co-creation theory and educational marketing literature by providing the detailed empirical evidences of parents' value co-creation outcomes in the context of the primary and secondary schools.

Objective: The objective of this study is to investigate the role of customer-perceived value in the contemporary art distribution chain and its impact on value co-creation behavior, with the aim of how customer-perceived value affects the transaction and market value of artworks from creation to final sale. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. Customer Perceived Value Theory, Value Co-Creation Behavior, Consumer Purchase Decision Theory, and factors influencing Customer Value Judgments stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research involves a qualitative research approach, focusing on the exploration of customer perceived value in various aspects of art distribution and the mechanisms influencing value co-creation behaviors. The study selected ten industry insiders, including six primary market practitioners and four young artists. Through in-depth interviews, key information was summarized to clarify the mediating role of customers' perceived value in value co-creation behaviors and artwork prices. This qualitative method allows for a deeper understanding of the specific context of the contemporary art market, generating rich qualitative data to comprehend and explain the mediating role of customer perceived value. Its flexibility and adaptability enable the adjustment of research direction and focus based on findings, thus responding to the art market and investment strategies' variability. Results and Discussion: The results obtained revealed that customer perceived value plays a crucial role in every segment of the contemporary art market's circulation, from the artist's creation to the final sale and collection of the artwork. The act of collecting and holding artworks by collectors is an acknowledgment of the art's value, reflecting the positive impact of customer perceived value on value co-creation behavior. The study also indicates that customer perceived value is continuously enhanced through the process of value co-creation, thereby positively affecting customer value co-creation behavior. As more people recognize an artwork, its value correspondingly increases, suggesting that customer value co-creation behavior has a positive impact on the price of artwork, with customer perceived value serving as a mediating role. Furthermore, the possession of artworks by collectors with refined aesthetics and relative professionalism is itself a form of value co-creation behavior, enhancing public recognition of the artwork's value. When value co-creativity improves customer perceived value and promotes the artwork's appreciation, this behavior also positively influences value co-creativity. These conclusions unveil the interconnectedness between customer perceived value, value co-creation behavior, and market dynamics, providing insights into how contemporary artworks gain recognition and value through collective appreciation and engagement.In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified. Possible discrepancies and limitations of the study are also considered in this section. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of contemporary art market and art valuation. These implications could encompass art market dynamics, artist and gallery practices, art investment strategies, and collector behavior. Originality/Value: This study contributes to the literature by exploring the intricate relationship between customer perceived value, value co-creation behavior, and their impacts on art market pricing and art collection value through a qualitative approach. It offers a unique perspective on how digitalization and globalization are reshaping the contemporary art market, highlighting the dynamic interplay between these factors. The relevance and value of this research are evidenced by providing actionable insights for artists, galleries, and collectors on leveraging customer perceived value and co-creation practices to enhance the economic and cultural value of artworks. Additionally, it offers a framework for understanding the evolving dynamics of the art market, potentially guiding future policies and strategies in art management and valuation.

PurposeCustomer value cocreation (VCC) behavior is gaining increased scholarly attention in the services marketing discipline and has become a top research priority in recent times. Despite the growing interest in studying VCC, less scholarly attention has been paid to study the crucial role of frontline service employees in activating customer participation in the VCC process. Hence, to bridge this research gap, the present research expanded VCC research streams by investigating the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Design/methodology/approachData collected from 255 hotel employee–customer dyads were analyzed through Smart PLS to measure the proposed relationships.FindingsThe results suggest the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Originality/valueThe current research made a significant contribution to the VCC field by identifying driving forces that encourage customers to exhibit VCC behaviors.

The food delivery service that has gained popularity over the last few years should preserve its competitiveness by developing customer satisfaction and loyalty through customer value co-creation behaviors. However, there is still limited literature on understanding the antecedents and implications of customer value co-creation behavior in the service industry. The research aimed to evaluate the effect of customer perceptions of innovativeness and customer engagement on value co-creation behavior. Also, this study wants to reveal the relationship between value co-creation behavior on customer satisfaction and loyalty in food delivery services, using Service-Dominant (S-D) logic perspective. A survey of Indonesian GoFood customers was conducted through an online questionnaire. Then, 349 complete responses were empirically analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The findings reveal that customer engagement and perceived innovativeness affect customer value co-creation behavior. However, customer participation does not immediately increase customer loyalty. Instead, it must be accompanied by an increase in customer satisfaction. By investigating the antecedents and implications of value co-creation behavior among food delivery service users, the research provides practitioners with viable business strategies for maximizing customer loyalty by evaluating service innovation and the customers' behavior in co-creation value. Moreover, the research contributes to the theoretical development of customer value co-creation behaviors and the foodservice business.