Online value co‐creation activities in three management domains: The role of climate and personal needs

Abstract

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.

Evaluating the individual, situational, and technological drivers for creative ideas generation in virtual communities: A systematic literature review

“…A technological perspective that examines creative ideas generation within VCs focuses on technical issues, such as the information technologies being adopted (Yuan et al, 2016 ; Chen et al, 2021 ). Studies adopting this perspective often aim to enhance the user experience and quality of service offered by the online community or platform.…”

“…Nevertheless, studies based on traditional face-to-face creative communities tend to focus on the individual and situational perspectives, which do not consider the technological perspectives necessary for online collaboration. Whereas studies based on virtual communities tend to adopt an information systems perspective with a focus on technologies and overlook both the individual and situational perspectives (Chen et al, 2021 ). There is an urgent need to develop a comprehensive understanding of contributing factors in order to enhance the creative ideas generation process in virtual communities.…”

“…Similarly, Škerlavaj et al ( 2014 ) demonstrate that the role of perceived supervisor support is salient to the creativity of team members. In addition to the individual and situational perspectives of creative ideas generation, Chen et al ( 2021 ) notice that a new focus on the technological perspective has emerged, which explores the affordance of technologies adopted as well as the interactions between members and technologies. This new perspective could arguably be due to a recent shift from traditional face-to-face creative communities toward increasingly popular online creative communities (e.g., crowdsourcing communities, idea banks, social media networks, etc.).…”

“…Despite the importance of creative ideas generation and the popularity of VCs, knowledge of the specific factors that influence the creative ideas generation process in VCs remains limited (Schuhmacher and Kuester, 2012 ; McGrath et al, 2016 ; Chen et al, 2021 ). Most studies tend to focus on the technological perspective when it comes to VC-based ideas generation or explore the individual and situational perspectives within traditional face-to-face contexts.…”

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

“…In return and as a reward, experience value increases user loyalty to social media. And the higher the experience value, the stronger the loyalty of users ( Chen et al, 2021 ).…”