Value co-destruction: The influence of failed interactions on members’ behaviors in online travel communities

Abstract

In online travel communities, value can be both co-created and co-destroyed. Many recent studies have investigated value co-creation and its causes and effects. However, the internal mechanisms of value co-destruction caused by customers’ interactions remain underexplored. This study empirically examines the value co-destruction expressive behaviors, their outcomes, and the negative perceptions and behaviors of online travel communities. The findings indicate that social loafing and knowledge hiding decrease perceived functional benefits, leading to negative word-of-mouth, switching behavior, and counterproductive work behavior. Social loafing, knowledge hiding, and communication overload decrease perceived justice, which leads to switching behavior. Communication overload, distrust, inappropriate behavior, and conflict decrease perceived interpersonal benefits, leading to negative word-of-mouth, switching behavior, and counterproductive work behavior. Based on these findings, this study outlines specific actions for managing online travel communities from value co-destruction perspective.