Social capital and consumer co-creation behaviors on tourism social media: the mediating role of psychological ownership

Abstract

Purpose Consumer co-creation is a relational process through which consumers’ experiences, resources and knowledge are exchanged. This study aims to investigate the indirect effects of social capital on consumer co-creation behaviors, especially citizenship behaviors, through psychological ownership. Design/methodology/approach A survey was designed to measure social network, trust and shared vision, psychological ownership and citizenship behaviors; it was completed by 527 users of the Ctrip. Using data from the survey, a PLS model was constructed to depict the relationships between the key variables. Findings The results showed psychological ownership mediated the relationship between social capital and citizenship behaviors. Specifically, the chain-mediating effects of social capital dimensions (i.e. social network, shared vision and trust) on citizenship behaviors through psychological ownership were validated. Practical implications The rise of social media as a platform for consumer co-creation calls for a fundamental rethinking of traditional approaches to collaboration between companies and consumers. This study offers several suggestions for tourism companies to better engage with consumers on social media platforms. Originality/value This study extends current research by introducing social capital theory as a theoretical foundation for exploring tourism social media and determining the mediating role of psychological ownership between social capital and citizenship behaviors.