Value Co-creation Theory Research Articles

Value Co-creation through IoT: An Investigation of the Synergies between Market and Government Policies in the Equipment Manufacturing Industry of Shandong

Currently, many equipment manufacturing enterprises in China lack effective management integration. While research on total factor productivity measurement and influencing factors exists, there is a lack of systematic research from the perspectives of different stakeholders, both inside and outside the enterprise market and government. To address this gap, this study examines the differences in demands for integrated management among enterprises of different ownership and sizes. Using the theory of value cocreation and Internet of Things technology, 273 enterprises in 16 cities in Shandong Province were sampled. The study also compares the impact of market fiscal and tax incentives on enterprise resource allocation and innovation performance, as well as the differences between "tangible and intangible" means of the market and government. The Internet of Things technology is utilized to build integrated management systems and verify the mechanisms of market incentives and government policies. Results reveal that market incentive policies have a differential effect on enterprises of different ownership and sizes, and the total factor productivity of sample enterprises is significantly and positively correlated with the strength of market incentive policy. Moreover, there are noticeable differences in the impact of government subsidy policies on enterprises of different sizes. Small and medium-sized enterprises do not respond significantly to fluctuations in government subsidy policies, while large enterprises are more sensitive to such fluctuations.

The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior

Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprises need to rely on multiple parties to participate in value co-creation to integrate and build game brand value and gain advantages in the industry competition. Based on Perceived Value theory and Value Co-creation theory, this paper constructs a theoretical model of online game users’ Value Co-creation Behavior, analyzes the mediating role of Brand Relationship Quality between Perceived Value and Value Co-creation Behavior, and the moderating role of Game Literacy. The study found that Self Fulfillment and Social-emotional Development had significant effects on Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. In contrast, Character Experience and Recreational Release significantly affected Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. Brand Relationship Quality mediates between Perceived Value and Value Co-creation Behavior; Game Literacy mediates between Perceived Value and Value Co-creation Behavior. The moderating effect of Game Literacy in the relationship between Perceived Value and Value Co-creation Behavior is not significant. The above study results have important reference significance for the development of online games.

A process perspective on experience co-creation: How pre-trip involvement prompts destination loyalty

Although the existing literature has suggested that tourists' experience co-creation during or after trips benefits destination loyalty, knowledge of how pre-trip behavior impacts future behavioral intention from a process perspective is limited. To address the gaps, we develop a logic chain linking past behavior, cognition, emotion, and future behavioral intention under a stage-by-stage process of tourists' experience co-creation using the service-dominant logic of value co-creation theory and the self-consistency principle of attitude theory. Empirically, utilizing PLS-SEM and mediation analysis in a survey (n = 500) and an experiment (n = 128), we found a serial mediation pathway whereby high-degree pre-trip involvement heightened satisfaction with the co-creation of experience, which increased place identity or place dependence, and which ultimately enhanced destination loyalty. This research is the first attempt to examine the impact of past behavior on future intention for tourists’ experience co-creation from a process perspective.

Do ethics drive value co-creation behavior in online health communities?

PurposeOnline health communities (OHCs) have been recognized as emerging platforms on the Internet used for health purposes. Despite its emergence, developing a successful OHC is still a challenge. Prior studies identified that value co-creation behavior (VCB) of members is an essential factor for sustaining OHCs; however, little is known about how members’ behavior drives to co-create value? Therefore, this study aims to discover the inclusive mechanism for members’ VCB in OHCs.Design/methodology/approachThe authors develop the study model and hypothesis based on the service-dominant logic of value co-creation theory and social support (SS) literature. The survey data of 608 active OHCs users in China were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe results revealed that SS positively affects members’ VCBs. Ethical aspects; Trust and ethical interaction (EI) partially mediate their relationships. In addition, community members’ current health status (CHS) negatively moderates the relationships between SS and VCB. From the findings, it becomes evident that only SS is not enough; developing an ethical environment in OHCs, i.e. trust and ethically rich interactions among members, significantly helps OHCs to promote co-creation. Also, the negative moderation of CHS findings provides novel insights when cramming health conditions.Originality/valueExploring the complex mechanism of co-creation in OHC, the authors illustrate the potential of service-dominant logic to create new theoretical insight for healthcare and provide the framework of co-creation with ethics for the first time. This will extend the application of ethics in healthcare services and offer a robust platform from which the understanding of drivers of members’ VCB can be advanced in the OHC context.

Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective.

The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is unclear. Drawing on the value co-creation theory, this study determines the impact of brand experience and its mechanism using the data from 508 virtual sports brand communities. The empirical test results show that value co-creation (i.e., corporate-initiated value co-creation and customer-initiated value co-creation) has a positive effect on the brand experience and that the brand experience has a positive effect on the purchase intention. Brand attachment does not have a moderating role between brand experience and purchase intention so as the degree of brand attachment increases, the brand experience does not increase the purchase intention through a brand attachment. This study determines the antecedents and consequences of brand experience in virtual sports brand communities from a value co-creation perspective, to determine the impact and mechanisms of virtual sports brand communities to guide the marketing practices of virtual sports brand communities.

Innovating with stakeholders to co-create value in cultural tourism experiences: a case study of Schokland in the Netherlands

ABSTRACT This paper investigates how management at heritage visitor attractions (HVAs) can innovate with local stakeholders in the co-creation of value for visitors in cultural tourism experiences. Taking a case study of the UNESCO World Heritage Site Schokland in the Netherlands, thirteen interviews were conducted with management and local stakeholders over a five-year period. Our findings advance heritage management discourse by critically assessing HVAs regarding relationship management and innovations with stakeholders that drive development processes. We also contribute to service-dominant logic theory and value co-creation theory by applying the concept of co-creation to the collaborative innovations between management and local stakeholders, whilst offering practical recommendations for HVAs to co-create value for visitors.

Value acquisition, value co-creation: The impact of perceived organic grocerant value on customer engagement behavior through brand trust.

Affected by COVID-19, there is a growing trend toward healthy lifestyles and organic food consumption. The literature on organic foods focuses on the factors that influence buying behavior. A thriving organic business requires both sustained consumption and consumer contributions beyond the purchase—customer engagement behavior. The purpose of this study is to examine the factors that may drive member customers to engage with organic grocerants. This study surveyed 280 Chinese member customers of an organic grocerant to explore how to drive customer engagement behavior. Based on value co-creation theory and the customer engagement literature, this study proposed a “value acquisition–value co-creation” framework to explore the relationship between perceived value, brand trust, and customer engagement behavior. The results show that emotional and social value can directly and effectively motivate customer engagement behavior in organic grocerants. However, consumers’ perceived quality value and price value will not directly affect customer engagement behavior but instead indirectly affect it through brand trust. Furthermore, improving the perceived value of emotion, quality and price can strengthen brand trust in organic grocerants. The study confirms that brand trust is critical to organic grocerant and customer engagement. Our findings provide a new perspective for understanding the relationship between the value customers receive from organic food consumption and value co-creation through customer engagement behavior.

How smart senior care can achieve value co-creation: Evidence from China.

With the rapid rise of artificial intelligence, smart senior care has become a new trend for future development. The collection of “Typical Cases of Chinese Elderly Service Industry Development” is selected by the script materials. The main purpose of this article is to investigate how smart senior care can achieve value co-creation by grounded theory. This study explores the phenomenon of value co-creation in the participation of multiple actors in smart senior care services. Findings show that institutional guarantee, technical intake, market empowerment, emotional support, service interaction, and reciprocity norm are identified as the driving factors for value co-creation. In addition, the behavioral processes of value co-creation include multi-actor value consensus, co-creation environment establishment, practical value co-creation, public value sharing, and diffusion of service added value in smart senior care. Finally, this study constructs a practical logic model of achieving value co-creation. It extends and enriches the scope of the value co-creation theory. This study confirms that value co-creation can be effectively achieved in smart senior care by the above-mentioned ways, revealing its driving factors and behavioral processes. The article expands on the application of value co-creation in the field of public healthcare. The results have important theoretical and practical significance for narrowing the public service equalization gap.

Evaluating the impact of experience value promotes user voice toward social media: Value co-creation perspective.

Experience value is positively associated with user voice toward social media, but existing research lacks an examination of its mechanisms of action. Based on value co-creation theory, this paper explores the relationship between experience value (i.e., social value, entertainment value, information value) and customer voice, and explains the specific influence mechanism through the mediating role of user loyalty. The results of the empirical tests show that social value, entertainment value and information value have significant effects on user loyalty; user loyalty has a significant effect on promotive voice but not on prohibitive voice; user loyalty mediates the relationship between body social value, entertainment value, information value and promotive voice. The findings of this research reveal the important role of experience value on customer voice, which is an important guide for social media to achieve sustainable development.

Study on Ecological Value Co-Creation of Tourism Enterprises in Protected Areas: Scale Development and Test

The ecological value co-creation of protected areas needs to be constructed in a multi-dimensional way. By referring to relevant foreign and domestic literature reviews, it is found that value co-creation theory has not been applied in eco-tourism research yet. The ecological value of protected areas is a combination of environmental value, social value and economic value. Stakeholders in protected areas including the government, stewardship agency, local community, tourism enterprises, tourists and so on interact with each other with different interests and have an impact on the ecosystem, eventually influencing the whole ecological value of protected areas. Among them, tourism enterprises play an important role and function as a double-edged sword. On one hand, they bring human resource, logistics, capital flow, information flow and energy into the ecosystem to create social and economic benefits. On the other hand, they pursue maximum profits which may cause the irreversible destruction of natural resources. The fact that all the stakeholders rely largely on natural resources and the other stakeholders makes ecological value co-creation become the possible best solution for the sustainable development of protected areas. The key is to study the characteristics and patterns of value co-creation behaviors of those tourism enterprises; thus, its scale development is of great importance. On the basis of the literature review and in-depth interviews with stewardship agencies and tourism enterprises in protected areas, this study develops a scale of ecological value co-creation behaviors from the perspective of small tourism enterprises. Then, with an investigation of tourism enterprises in protected areas, it validates ecological value co-creation behaviors by exploratory factor analysis and confirmatory factor analysis. The results show that tourism enterprise ecological value co-creation behavior is a construct consisting of four dimensions: environmental citizenship behavior, dialogue and communication behavior, knowledge-sharing behavior and co-petition behavior, which could be measured by 12 items. The reliability and validity test presents good internal consistency, reliability, convergent validity, and discriminant validity of the scale. In the end, the relationship of interdependency between tourism enterprises and other stakeholders in the protected area with ecological value co-creation behaviors is examined, which shows good predictive validity of the scale. Given these results above, this scale can not only be used as a measuring tool in future research but can also be provided as a reference to authorities to manage the tourism enterprises in protected areas. Finally, the study discusses the limitations and future research directions.

The Motivation Behind Participation in Virtual CSR Co-Creation by Chinese Post-90s: A Case Study of Ant Forest

With the development of economy and society, the utilization of the Internet in all walks of life is booming, and corporate social responsibility (CSR) has also evolved from a traditional offline model to a combination of online and offline models. The use of social media for value co-creation is called virtual value co-creation. China’s Alipay platform launched a public welfare activity Ant Forest, which is an example of virtual value co-creation. Behind this seemingly simple activity is a complex value co-creation behavior. This article considers Ant Forest as an example, guided by the theory of value co-creation, and selects the post-90s as the research object to explore the motivation of users to participate in virtual value co-creation.

The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness

PurposeThis article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined.Design/methodology/approachTotal 426 questioners are collected from the customers who consumed intelligent service robot.FindingsFirst, the perceived interactivity (PI) of AI stimuli have a significant positive impact on value co-creation; second, customer engagement plays a mediating effect on the relationship between PI and value co-creation; finally, customer ability readiness has a positive moderating effect on the relationship between AI stimuli, customer engagement and value co-creation.Research limitations/implicationsFirstly, the method of questionnaire survey has certain limitations, In future research, more advanced survey methods (such as social perception calculations) can be used to make survey samples more comprehensive and analysis results more accurate. Secondly, the paper used a single-dimensional test for the two variables of customer engagement and value co-creation. Future research should divide the dimensions of customer engagement and value co-creation into more specific way. Finally, this study lacks research on the regulatory effect of customer ability readiness and further division of customer readiness.Practical implicationsFirst, this paper uses the arousal theory to participate in marketing theory and value co-creation theory, which is the cross and fusion of theory, and also the enrichment and expansion of the existing theoretical research, with a certain theoretical innovation. Second, based on previous research, this research developed and designed a measurement scale for AI stimuli. Finally, through empirical research, it is found that the perceived personalization of AI stimuli does not have a significant direct effect on value co-creation, which is a new views and insight.Social implicationsFirst, when using intelligent customer service robots, companies should pay attention to improving the PI and personalization of intelligent customer service robots. Second, companies should attach importance to the development environment of customer engagement, proactively and effectively identify customer needs. Finally, companies should provide customers with a good support atmosphere, publicize and explain in advance the use of intelligent customer service robots to increase their confidence.Originality/valueThe study develops a scale of AI stimuli and is among the first to integrate and examine the inter-relationships between customer engagement, customer ability, and value co-creation from the increasingly important phenomenological perspective of AI.

Value Co-Creation on Public Social Media at Different Stages of the New Product Development Process. A Case Study of a Polish Clothes Manufacturer

This study contributes to the value co-creation theory in the context of the new product development process. The aim of this study is a comparison of interactions that lead to creation of value on public social media. The considered interactions are at diff erent stages of the new product development process: an idea generation and product development (crowdsourcing) and post-launch (product off erings). The place where interactions take place is Facebook fan page of a Polish clothes manufacturer. The DART model of value co-creation is the framework of the comparison. The results show that interactions at the stage of ideation and product development phase attracted more attention from the social media users than post-launch ones. Interactions at the stage of idea generation phase encouraged social media users to communicate with other social media users. It was rare with post-launch activities in the form of product off ering. The study is qualitative, based on a case study of a Polish clothes manufacturer with the use of an indepth interview and netnography.

Homestay customers' perceived value mediates the influence of customer participation and host–customer interaction on customer satisfaction

With the rapid development of homestay accommodation, it is urgent to study the mechanism of satisfaction of guests as customers. We used value cocreation theory to explore customer participation and host–customer interaction as antecedents of customer perceived value, and how this then influenced their satisfaction. We analyzed data from 344 homestay guests using partial least squares regression and bootstrapping analysis. The results show that customer participation and host–customer interaction affected customers' perception of the functional, emotional, and social value of the homestay experience. Furthermore, perceived functional, emotional, and social value mediated the relationships of customer participation, host–customer interaction, and customer satisfaction. Our results have implications for the improvement of customer satisfaction.

How to create more customer value in independent shops: A set-theoretic approach to value creation

The purpose of this essay is to study different pathways to high customer episode/relationship values using qualitative comparative analysis (QCA) based on 93 cases of customers who visited independent coffee shops in South China. The results demonstrate that a high level of episode/relationship value can be produced through multiple configurations of a customer’s personal characteristics, value co-creation behaviours, and employee citizenship behaviours toward the customer. The key conclusions indicate that, to achieve a high episode value, employee citizenship behaviours toward customers (OCB-C) are key factors, and customers’ citizenship behaviours (CCB) and/or OCB-C are essential to producing high relationship values. In addition, high agreeableness, high openness, and low conscientiousness play important roles in achieving a high level of episode/relationship value. This study contributes to the advancement of the value co-creation theory by providing configurational insights.

Contract governance and value co-creation in virtual community: the moderating effect of psychological ownership

ABSTRACT Previous research has identified the factors that affect the value co-creation in virtual community from the perspective of customer demands, however, less has been studied in the literature from the perspective of firms’ contract governance. Drawing on the literature on this topic, this paper focuses on the impact of contract governance on value co-creation in virtual community and introduces the belongingness, self-efficacy, and self-identity contained in psychological ownership of customers as moderators into the model. The findings show that contract governance has a positive effect on value co-creation in virtual community, psychological ownership has a positive moderating effect, which is mainly reflected in belongingness and self-identity of psychological ownership, but this effect is not obvious in self-efficacy of psychological ownership. This study will provide inspiration for brands to better manage virtual brand communities, enhance customers’ willingness to participate in value co-creation, and expand the research on transaction cost theory and value co-creation theory.

What co-creation countermeasures can users take to stop the disorderly parking of dockless shared bikes?

Dockless shared bike (DBS) systems have rapidly developed in China in recent years, and have gradually expanded to all over the world. The DBS system also has become an important part of the urban slow traffic system. As a combination of mobile payment, the Internet of Things, and the sharing economy, the DBS system has brought many problems while developing rapidly. To solve these problems, many researchers suggest to introduce the theory of value co-creation. Based on theories related to value co-creation, this research uses open questionnaire surveys and principal component analysis to examine consumers' perceptions of themselves in value co-creation and their contribution to solving the problem of disorderly parking of shared bicycles. Academically, this article supplements consumers' perceptions in the field of value co-creation of shared bicycles. In practice, this article proposes countermeasures to solve the problem of disorderly parking of shared bicycles from the perspective of consumers.

Influence of Multiple Interactions in Value Cocreation on Sports Spectators’ Perceived Value of Sports Events

This study analyzed the effects of multiple interactions in value cocreation activities involving sports spectators. Interaction activities for value cocreation at sports events comprise spectator-athlete and spectator-staff interactions. A survey of spectators at the 2017 Wuhan Open revealed that spectator-athlete and spectator-staff interactions increased spectator perceived value, which in turn increased spectator satisfaction and loyalty. Spectator-staff interactions had a greater effect on spectator sports event value than did spectator-athlete interactions. Therefore, organizers of sports events should effectively manage multiple value cocreation interactions to improve spectator satisfaction and loyalty. The present study’s consideration of the effect of multiple interactions in value cocreation extends value cocreation theory.

Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness

ABSTRACT There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A sample of 237 students in several universities across Vietnam was employed and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that 68.4% of C2C value co-creation (i.e. referral intention) can be explained by B2C value co-creation constructs (i.e. co-creation value, value-in-use) and brand awareness. The mediating effects of brand awareness were also investigated. The results practically implied that universities can apply the value co-creation process as a marketing tool to acquire more potential customers.

Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators

This study integrates the theory of reasoned action, value co-creation theory and attribution theory to investigate electronic positive word-of-mouth (ePWOM) and consumer's purchase intention link in the presence of trust beliefs, value co-creation, and brand image as mediators in the context of brand fan pages of smartphones on the social networking site, Facebook. Results indicate a positive association between ePWOM and consumer's purchase intention with trust beliefs, value co-creation, hedonic brand image and functional brand image partially mediating this relationship. Furthermore, the results supported the serial mediation model where ePWOM influenced purchase intentions through trust beliefs and value co-creation in a sequential manner.