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Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop

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  • Zhu, Tengteng
  • Zhang, Lu
  • Zeng, Chuhong
  • Liu, Xin

Abstract

For marketers of virtual travel communities (VTCs), a vital issue is to understand how to maintain consumer stickiness and loyalty. Although existing studies have tried to explore this issue, researchers have not given detailed and specific answers from the value co-creation theoretic lens. Therefore, the present paper aims to bridge this research gap by investigating the relationship among consumer trust in VTCs, consumer co-creation behaviors and their loyalty. The moderating impact of community service quality (CSQ) on loyalty is also explored. Data from a two-wave survey were collected from 214 active users in a Chinese VTC (Mafengwo) and then analyzed using the ordinary least squares (OLS) technique with STATA 13. Results indicated that (1) consumer trust positively impacts on two dimensions of value co-creation behavior, namely, breadth participation and depth participation. (2) Depth participation is more conducive to cultivating both attitudinal and behavioral loyalty, while breadth participation has an inverted U-shaped influence on behavioral loyalty. (3) CSQ positively moderates the relationship between depth participation and attitudinal loyalty. But after controlling for the effect of attitudinal loyalty on behavioral loyalty, this study found that CSQ negatively moderates the relationship between depth participation and behavioral loyalty. This paper developed a comprehensive framework involving antecedent and consequence of consumer co-creation behavior and showed the importance of CSQ as a key boundary condition, enriching the existing VTC and consumer loyalty research from the perspective of value co-creation and trust theory. Corresponding practical implications and limitations are also discussed.

Suggested Citation

  • Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922001904
    DOI: 10.1016/j.jretconser.2022.103097
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    2. Xie, Lishan & Liu, Canmian & Li, Yaoqi & Zhu, Tengteng, 2023. "How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Zhang, Xingyi & Singh, Smita & Li, Jing & Shao, Xiaolong, 2024. "Exploring the effects of value co-creation strategies in event services on attendees’ citizenship behaviors: The roles of customer empowerment and psychological ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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