Co-creation Behavior Research Articles

Effects of humor climate within online brand community

PurposeThis study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand engagement and the moderating effect of membership duration.Design/methodology/approachThe authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and applied structural equation modeling to analyze the data.FindingsThe authors found a positive relationship between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones.Practical implicationsThis research contributes toward OBC management and VCC marketing strategy for constructing brand equity.Originality/valueThis study is among the first to focus on the significance of the OBC humor climate, thus enriching the OBC literature and providing a new perspective on how to facilitate VCC behavior. It also broadens the application of the affective events theory in marketing.

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

How can dynamic capabilities make sense in avoiding value co-creation traps?

PurposeThe existing research rarely explains the role of dynamic capabilities in the creation of value co-creation behaviors. The purpose of this paper is to explore how dynamic capabilities play a role in avoiding value co-creation traps and generating new value co-creation behaviors.Design/methodology/approachThis paper collects rich interview and archival data from two Chinese manufacturing companies to examine value co-creation in digital servitization by the case study.FindingsThe paper discovers the value co-creation traps that enterprises face in digital servitization and analyzes the important role of resource and technology integration capabilities in avoiding these traps. Also, the research explores how network capability affects the generation of new value co-creation behaviors.Originality/valueThis paper develops a framework for dynamic capabilities to avoid value co-creation traps and generate new value co-creation behaviors.

How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective

The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.

When co-creation pays off: the effect of co-creation on well-being, work performance and team resilience

PurposeThis study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.Design/methodology/approachA quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.FindingsThe results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.Originality/valueThe originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

The role of perceived vulnerability in restaurant customers’ co-creation behavior and repatronage intention during the COVID-19 pandemic

This study examines the antecedents of restaurant repatronage intention and the extent to which risk perception (i.e. perceived vulnerability) moderates the formation of that intention during the COVID-19 pandemic. Service fairness, trust, and co-creation behavior were investigated as the antecedents of restaurant diners’ repatronage intention formation process in the context of the COVID-19 pandemic. Using the data collected from people who had dined in a restaurant during the study period, a structural analysis was conducted with the Partial Least Squares method. The proposed model in the study explained a significant amount of the variance in the customers’ repatronage intention and partially supported the moderation effect of perceived vulnerability to COVID-19. The findings of the study contribute to advancing our knowledge of how the perceived vulnerability to COVID-19 leverages customers’ repatronage intention, which is affected by service fairness, trust, and co-creation behavior in the restaurant industry.

Value cocreation behavior of users in an online social question-andanswer community

Online social question-and-answer (Q&A) communities provide a platform for people to acquire high-quality knowledge and have become an important mode through which users can cocreate value. We applied self-determination theory and the stimulus–organism–response framework to develop a model of how platform characteristics influence users' self-determination in virtual communities, thereby influencing their value cocreation behavior. Data obtained from a survey of 385 users in an online social Q&A community show that personalized recommendations, social interaction, and information richness each had a positive impact on user selfcompetence, self-autonomy, and self-relatedness, which subsequently affected their knowledge-sharing and knowledge-integration behaviors. Moreover, self-determination had a mediating effect in the relationship between platform characteristics and users' knowledge-sharing and knowledge-integration behaviors. Our findings provide evidence for how to promote value cocreation in a social Q&A community.

From customer value co-creation behaviour to customer perceived value

ABSTRACT This study investigates the chain effect of customer value co-creation behaviour on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviour and the capabilities of firms. The data were collected from dyadic interaction between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behaviour and participation behaviour are differentially linked to the customerization capability, and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value co-creation and offers useful managerial implications.

Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry

This study seeks to examine and unearth antecedents to co-creation behaviours within a U.S. retail banking context. A critical aspect for marketing managers and academics alike, co-creation has a strong influence on tangible factors such as profit and intangible factors such as referrals, satisfaction and feedback. Antecedents were identified as trust, customer engagement and participation attitude whilst social media usage was a consumer characteristic identified as influencing co-creation. Data was collected from 489 U.S. retail banking customers via an online survey. The data was analysed via structural equation modelling. The findings indicate that customer engagement influences trust, co-creation and participation attitude. Participation attitude was found to influence trust and co-creation but trust had no direct effect on co-creation. The study further found that social media usage intensity influenced co-creation behaviours. The findings contribute in three ways. First, this is one of the first studies to scrutinise participation attitude in an attempt to explain co-creation behaviours for U.S. banks over social media. Second, identification of precursors to value co-creation has been ascertained in a U.S. retail banking social media context. Third, the study additionally contributes to the findings that social media usage has a moderating effect in value co-creation and offers a potential segmentation strategy.

A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing

In light of the complex customer behaviour and customer journeys in omnichannel retailing, this study aims to investigate customer co-creation behaviour, customer response and customer experiential values as critical aspects of the customer journey, and examine their impact on the level of customer journey satisfaction. The results confirmed the significance of all factors, except information seeking and arousal, in all phases and exploration in the post-purchase phase, on customer journey satisfaction. For a further examination, this study classified the participants into three different segments according to their journey pattern and scrutinised whether the impact of the three predictors of customer journey satisfaction varied across customer segments. The analysis showed that customer segments were fragmented. The impact of customer co-creation behaviour, customer response and customer experiential values on customer journey satisfaction varied across the three customer segments. A heatmap highlighted the most influential factors of each customer segment. The study yielded several theoretical contributions and insights into omnichannel customers for managers.

Value co-creation between consumers and distributors: the moderating effect of relationship characteristics

PurposeAlthough value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage co-creation behavior on various levels: a basic level related to communication of service errors and a moderate-high level related to participation in service innovation. This study also proposes modeling for two different segments according to the participation in a loyalty program and according to the relationship duration.Design/methodology/approachA survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Confirmatory factor analysis and multigroup structural equation modeling techniques were used to assess the proposed model.FindingsThe results show differences in the formation of co-creation behaviors depending on the customers analyzed. To encourage communication of service errors, customers affiliated to the program and customers with the longest customer-firm relationships must trust the distributor. Perceived support is crucial in encouraging feedback on service errors among non-affiliated and new customers. For promoting service innovation, the most significant antecedent is perceived support, followed by trust, independently of whether or not the customer belongs to the loyalty program. Customers with the longest relationship participate in co-innovation motivated equally by trust and perceived support. Customers with shorter relationship duration only participate in co-innovation if they perceived support.Originality/valueThis study contributes to deepening knowledge of co-creation behavior in the field of retail distribution. To date, research in this context has not considered the existence of various levels of co-creation: the basic level related to feedback on service errors and the moderate/high level related to participation in service co-innovation. Nor have studies tested the influence of trust and perceived support on these co-creation behaviors. Further, this study is the first study to integrate two significant variables that moderate retailers' strategy in the same model: membership in a loyalty program and duration of customer-firm relationship.

The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence

PurposeThe current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and collective intelligence.Design/methodology/approachSubjects were individuals who have a mobile smart device and experience of accessing sport-related community websites (n = 513). A face-to-face self-administered survey was employed based on the convenience sampling method. A structural equation modeling test was conducted to examine the relationships between the variables.FindingsTechnological interactivity and media sociability based on mobile smart devices improve sport consumers' collective efficacy, and media sociability positively affects collective intelligence. Also, perceived collective efficacy and collective intelligence in virtual communities induce consumers to engage in the value co-creation process more actively (i.e. consumer participation behavior and citizenship behavior). One of the key findings includes the significant role of media sociability in the process of value co-creation between consumers and sport organizations. Media sociability is more likely to contribute to improving sport consumers' collective efficacy and the development of intelligence than the properties of technological interactivity.Originality/valueResearch findings contribute to extending the body of knowledge in interactivity studies related to sport consumers' value co-creation behaviors in the virtual environment context.

Effect of psychological capital on customer value cocreation behavior: the mediating role of employees' innovative behavior

PurposeCustomer value cocreation (VCC) behavior is gaining increased scholarly attention in the services marketing discipline and has become a top research priority in recent times. Despite the growing interest in studying VCC, less scholarly attention has been paid to study the crucial role of frontline service employees in activating customer participation in the VCC process. Hence, to bridge this research gap, the present research expanded VCC research streams by investigating the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Design/methodology/approachData collected from 255 hotel employee–customer dyads were analyzed through Smart PLS to measure the proposed relationships.FindingsThe results suggest the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Originality/valueThe current research made a significant contribution to the VCC field by identifying driving forces that encourage customers to exhibit VCC behaviors.

Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects

Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.

Exploring how internet services can enhance elderly well-being

PurposeThis study aims to investigate how Internet services can improve the well-being of elderly consumers. Drawing on transformative service research (TSR) and technology adoption literature, it examines the main challenges for the elderly when adopting Internet services and how they and their family members can co-create value to improve the elderly service inclusion and well-being.Design/methodology/approachA qualitative methodology is used to identify challenges, value co-creation behaviors and well-being outcomes of elderly individuals and their family members when using Internet services. The data collection method involved 24 in-depth interviews with consumers over 75 years of age and their family members.FindingsThis research first recognizes specific challenges for the elderly in adopting Internet services related to resistance to technology adoption and health impairments. Second, the findings identify value co-creation behaviors held by elderly consumers of Internet services: learning and formal training, complying with indications and seeking help when they encounter problems with technology. Family members also contribute to elderly well-being through two value co-creation behaviors: helping and supporting elderly relatives with technology and being patient and tolerant when they need support. Finally, these behaviors are found to influence five dimensions of elderly consumers’ well-being: enjoyment, personal growth, mastery, autonomy and social connectedness.Originality/valueThis study addresses a gap in the literature by exploring the value co-creation behaviors of elderly consumers of Internet services and their family members for improving well-being outcomes. Understanding value co-creation and well-being for elderly consumers of Internet services is an emerging and under-researched area in TSR and service inclusion literature.

중국 차량공유 플랫폼 디디추싱의 차량 소유자의 가치 공동창조 영향 요인

This paper reviews a Chinese car-sharing service of Didi Chuxing which is the world’s largest mobility and convenience platform, to analyze what kind of factors influence the platform’s car owners participation in value co-creation behavior. We used a conceptual model which combines unified theory of acceptance and use of technology (UTAUT) with perceived risk to review car owners’ value co-creation intention and behavior in Didi platform. To test the conceptual model we collected survey data from car owners in the platform (364 valid cases). The test results show that value co-creation intention has a positive impact on value co-creation behavior. And performance expectancy, effort expectancy, and social influence are found to have a positive impact respectively on value co-creation intention; perceived risk has a negative impact on the intention; facilitation conditions have a direct and positive impact on the behavior. To explain value co-creation behavior of car owners the most important factor is behavioral intention to participate in the value co-creation. This research would be meaningful in that it provided empirical evidence for value co-creation intention and behavior in a platform of car-sharing economy, which is still an unfamiliar field and its research is lacking.

Resident-Tourist Value Co-Creation in the Intangible Cultural Heritage Tourism Context: The Role of Residents’ Perception of Tourism Development and Emotional Solidarity

The value co-creation behavior of residents can contribute to the sustainable development of intangible cultural heritage (ICH) tourism. This paper aims to provide a theoretical framework that uses “cognition–affection–behavior” theory to explain how the two variables of tourism development perception and emotional solidarity affect the value co-creation participation behavior of the local residents in the context of intangible cultural heritage tourism while considering the mediating role of emotional solidarity. This study empirically investigates Meizhou Island in Fujian Province, China as an example by using a structural equation model (SEM). Results show that the perception of local residents toward the benefits of tourism development has a significant positive impact on their emotional solidarity and value co-creation participation behavior, whereas their perception toward the costs of tourism development has a significant negative impact. In addition, the emotional solidarity of these residents has a significant positive impact on their value co-creation participation and plays a mediating role in the relationship between the tourism development perceptions of local residents and their value co-creation participation behavior. This study has important theoretical and practical significance for the management of ICH tourist destinations.

Perceived social media marketing activities and consumer-based brand equity

PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

Redefining a Value Co-creation Behaviour Model for Student Satisfaction in HEIs

Redefining a Value Co-creation Behaviour Model for Student Satisfaction in HEIs

Network effect in shared supply chain platform value co-creation behavior in evolutionary game1

The shared supply chain model has provided new ideas for solving contradictions between supply and demand for large-scale standardized production by manufacturers and personalized demands of consumers. On the basis of a platform network effect perspective, this study constructs an evolutionary game model of value co-creation behavior for a shared supply chain platform and manufacturers, analyzes their evolutionary stable strategies, and uses numerical simulation analysis to further verify the model. The results revealed that the boundary condition for manufacturers to participate in value co-creation on a shared supply chain platform is that the net production cost of the manufacturers’ participation in the platform value co-creation must be less than that of nonparticipation. In addition, the boundary condition for the shared supply chain platform to actively participate in value co-creation is that the cost of the shared supply chain platform for active participation in value co-creation must be less than that of passive participation. Moreover, value co-creation behavior on the shared supply chain platform is a dynamic game interaction process between players with different benefit perceptions. Finally, the costs and benefits generated by the network effect can affect value co-creation on shared supply chain platforms.