IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i19p8151-d423084.html
   My bibliography  Save this article

Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise

Author

Listed:
  • Natalia Rubio

    (Marketing Department, Universidad Autónoma of Madrid, 28049 Madrid, Spain)

  • Nieves Villaseñor

    (Marketing Department, Universidad Autónoma of Madrid, 28049 Madrid, Spain)

  • MªJesús Yagüe

    (Marketing Department, Universidad Autónoma of Madrid, 28049 Madrid, Spain)

Abstract

Value co-creation by users in a virtual community is a key element of the community’s value and sustainability. This paper first analyzes the effect on co-creation behavior of (1) users’ altruism and (2) users’ interactivity with the different firms housed in the virtual community. It considers different sustainable co-creation behaviors based on intensity, distinguishing between moderate or high intensity, where recommendation of the service represents a moderate level of co-creation and co-innovation at a high level. Both behaviors are oriented not only to the firms housed in the virtual community, but also to the virtual platform itself. Second, the study proposes whether users’ perception of their expertise about the services and/or firms housed in the community exerts a moderating effect on the proposed modelling. Empirical contrast is performed using the virtual community TripAdvisor. This study contributes to current academic research on co-creation and sustainability. The results show that the user’s altruism is the determining factor in encouraging moderate sustainable co-creation behavior (recommendation of the service), whereas user–firm interactivity is the critical antecedent for fostering high-level co-creation in the form of co-innovation activities. The results vary, however, depending on the segment of virtual community users analyzed (expert vs. non-expert). This study also contributes to formulation of business strategies to foster sustainable co-creation behavior with greater repercussions for long-term participation in the virtual community.

Suggested Citation

  • Natalia Rubio & Nieves Villaseñor & MªJesús Yagüe, 2020. "Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise," Sustainability, MDPI, vol. 12(19), pages 1-19, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8151-:d:423084
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/19/8151/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/19/8151/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Piller, Frank & Vossen, Alexander & Ihl, Christoph, 2012. "From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(1), pages 7-27.
    2. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    3. Buonincontri, P. & Morvillo, A. & Okumus, F. & van Niekerk, M., 2017. "Managing the experience co-creation process in tourism destinations: Empirical findings from Naples," Tourism Management, Elsevier, vol. 62(C), pages 264-277.
    4. Gee W. Bock & Young-Gul Kim, 2002. "Breaking the Myths of Rewards: An Exploratory Study of Attitudes about Knowledge Sharing," Information Resources Management Journal (IRMJ), IGI Global, vol. 15(2), pages 14-21, April.
    5. Scott Vitell, 2015. "A Case for Consumer Social Responsibility (CnSR): Including a Selected Review of Consumer Ethics/Social Responsibility Research," Journal of Business Ethics, Springer, vol. 130(4), pages 767-774, September.
    6. Arabela Briciu & Victor-Alexandru Briciu & Androniki Kavoura, 2020. "Evaluating How ‘Smart’ Brașov, Romania Can Be Virtually via a Mobile Application for Cultural Tourism," Sustainability, MDPI, vol. 12(13), pages 1-17, July.
    7. Eric Vernette & Linda Hamdi-Kidar, 2013. "Co-creation with consumers : who has the competence and wants to cooperate," Post-Print halshs-00862377, HAL.
    8. Barbara Aquilani & Cecilia Silvestri & Alessandro Ruggieri, 2016. "Sustainability, TQM and Value Co-Creation Processes: The Role of Critical Success Factors," Sustainability, MDPI, vol. 8(10), pages 1-23, October.
    9. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    10. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    11. Gian Luca Casali & Mirko Perano & Andrea Moretta Tartaglione & Roxanne Zolin, 2018. "How Business Idea Fit Affects Sustainability and Creates Opportunities for Value Co-Creation in Nascent Firms," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
    12. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    13. Zhang, Ziqiong & Zhang, Zili & Yang, Yang, 2016. "The power of expert identity: How website-recognized expert reviews influence travelers' online rating behavior," Tourism Management, Elsevier, vol. 55(C), pages 15-24.
    14. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    15. Sergio Barile & Mara Grimaldi & Francesca Loia & Carlo Alessandro Sirianni, 2020. "Technology, Value Co-Creation and Innovation in Service Ecosystems: Toward Sustainable Co-Innovation," Sustainability, MDPI, vol. 12(7), pages 1-25, April.
    16. Franke, Nikolaus & Shah, Sonali, 2003. "How communities support innovative activities: an exploration of assistance and sharing among end-users," Research Policy, Elsevier, vol. 32(1), pages 157-178, January.
    17. Caroline Morrongiello & Gilles N'Goala & Dominique Kreziak, 2017. "Customer Psychological Empowerment as a Critical Source of Customer Engagement," Post-Print hal-01591617, HAL.
    18. Nick Hajli, 2018. "Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective," Journal of Business Ethics, Springer, vol. 149(4), pages 799-810, June.
    19. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    20. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tingting Zhao & Jie Lin & Zhenyu Zhang, 2022. "The Influence of Multi-Variation In-Trust Web Feature Behavior Performance on the Information Dissemination Mechanism in Virtual Community," Sustainability, MDPI, vol. 14(10), pages 1-21, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    2. Natalia Rubio & Nieves Villaseñor & Mª Jesús Yagüe, 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    3. Felicitas Evangelista & Maria Estela Varua & Vivienne Saverimuttu & Rina Datt & Hugh Pattinson & Karina Wardle & Anna Evangelista, 2022. "Antecedents and Outcomes of Service Co-Creation in the Sharing Economy," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.
    5. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    6. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    7. Fan, Daisy X.F. & Hsu, Cathy H.C. & Lin, Bingna, 2020. "Tourists’ experiential value co-creation through online social contacts: Customer-dominant logic perspective," Journal of Business Research, Elsevier, vol. 108(C), pages 163-173.
    8. Natalia Rubio & Nieves Villaseñor & Maria Jesús Yague, 2019. "Does Use of Different Platforms Influence the Relationship between Cocreation Value-in-Use and Participants’ Cocreation Behaviors? An Application in Third-Party Managed Virtual Communities," Complexity, Hindawi, vol. 2019, pages 1-15, January.
    9. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    10. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    11. Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    12. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    13. Mihaela Simona Moise & Irene Gil-Saura & María-Eugenia Ruiz-Molina, 2020. "Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort," Sustainability, MDPI, vol. 12(23), pages 1-20, November.
    14. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    15. Reema Frooghi & Zaki Rashidi, 2019. "Does Value Co-Creation Impacts Customer Loyalty And Repurchase Intention," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 1-18.
    16. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Giuseppe Russo & Andrea Moretta Tartaglione & Ylenia Cavacece, 2019. "Empowering Patients to Co-Create a Sustainable Healthcare Value," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    18. Chatterjee, Sheshadri & Mariani, Marcello & Fosso Wamba, Samuel, 2023. "Prosumers’ intention to co-create business value and the moderating role of digital media usage," Journal of Business Research, Elsevier, vol. 163(C).
    19. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    20. 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).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8151-:d:423084. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.