User Co-creation Value of Short-Video Platform from the Perspective of Interactivity: The Mediating Role of Psychological Attachment

Abstract

AbstractThis paper’s purpose is to explore how psychological attachment impacts users’ value co-creation on short-video platforms and its mediating role between interactivity and value co-creation. A conceptual model is proposed whereby interactivity (user–machine, user–user and user–celebrity interactivity) impacts the value co-creation of users (sponsored co-creation and autonomous co-creation) through psychological attachments (internalisation and identification). The proposed research model was empirically evaluated using 248 users on the Tik Tok short-video platform and examined using PLS. The findings revealed that users’ psychological attachment differed across types of value co-creation. Psychological attachment was also found to have an underlying mediating role in the relationship between interactivity and value co-creation. In particular, the internalisation psychology attachment and identification psychology attachment completely mediated the impact of user–machine interactivity and user–user interactivity on value co-creation, respectively. This study indicated that user–celebrity interactivity had a greater effect on value co-creation behaviour, either directly or indirectly. This study provides a useful insight into user value co-creation by drawing from psychological attachment on short-video platforms, and it explains the mechanism behind the effects of interactivity to value co-creation by revealing the mediating influences of psychological attachment.KeywordsValue co-creationShort-video platformInteractivityPsychological attachment