The effect of online interaction and trust on consumers’ value co-creation behavior in the online travel community

Abstract

ABSTRACT 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.