Customers' online value co‐creation activities can occur the whole management domain (i.e., product design, marketing, and customer relationship management) of a product. Previous studies have researched value co‐creation from different angles, customers' online value co‐creation activities are more complex and its formation mechanism still worth exploring. Online communities need to create different environments according to different management fields to stimulate customers to participate in Online Value Co‐creation activities. Existing research confuses different value co‐creation activities in the entire management field without considering the different antecedents of Online Value Co‐creation activities in different situations and different management domains. The purpose of this paper is to explore the formation mechanism behind customers' online value co‐creation activities during the whole management domain. Drawing on social learning theory, this study examines the influential role of environmental factors (i.e., innovation climate and social climate) of online communities and personal need factors (i.e., brand passion, satisfaction, dissatisfaction, and desire for control) on customers' value co‐creation activities in the three fields of the management domain. Empirical analyses in this study reveal that these factors play different roles in shaping value co‐creation activities in the three fields. The findings enrich our understanding of customers' value co‐creation activities in online communities and offer a broadened view of the value co‐creation framework and climate theory. Understanding the factors that motivate consumers to engage in co‐creation activities in different management domain enables firms to strategically manage their co‐creation relationships and innovation processes.
PurposeThe purpose of this paper was to investigate the relationships among the intellectual ability of artificial intelligence (AI), cognitive emotional processes and the positive and negative reactions of human members. The authors also examined the moderating role of AI status in teams.Design/methodology/approachThe authors designed an experiment and recruited 120 subjects who were randomly distributed into one of three groups classified by the upper, middle and lower organization levels of AI in the team. The findings in this study were derived from subjects’ self-reports and their performance in the experiment.FindingsRegardless of the position held by AI, human members believed that its intelligence level is positively correlated with dependence behavior. However, when the AI and human members are at the same level, the higher the intelligence of AI, the more likely it is that its direct interaction with team members will lead to conflicts.Research limitations/implicationsThis paper only focuses on human–AI harmony in transactional work in hybrid teams in enterprises. As AI applications permeate, it should be considered whether the findings can be extended to a broader range of AI usage scenarios.Practical implicationsThese results are helpful for understanding how to improve team performance in light of the fact that team members have introduced AI into their enterprises in large quantities.Originality/valueThis study contributes to the literature on how the intelligence level of AI affects the positive and negative behaviors of human members in hybrid teams. The study also innovatively introduces “status” into hybrid organizations.
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