Research on value co-creation behaviour in service industry based on the theory of planned behaviour

Abstract

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.