Value Co-Creation and Co-Destruction in Online Video Games: An Exploratory Study and Implications for Future Research

Abstract

In this empirical study we studied how players of online video games co-create and co-destroy value. From players' perceptions we identified that value co-creation and co-destruction occur amid themes of giving feedback and building relations. Feedback encourages players but it may also be harmful in the form of verbal abuse. Building relations relates to making friends in general but also on an international level. Building relations also relates to competition that creates a bad spirit. The most intensive interplay between value co-creation and codestruction was found in gaming groups. Gaming groups motivate players to engage in intense gameplay, but at the same time they are resourcedemanding with respect to time and mental capacity. In conclusion, we argue that further study is required of the ways that value co-creation and co-destruction interact in online video games.

Harnessing User Values to Understand Value Co-Creation and Co-Destruction in Augmented Reality Mobile Games

“…Second, our investigation into users' value-based drivers for co-creation and co-destruction supports the suggestions that users' experiences and value determination from a service may result in either positive or negative value outcomes [4,18]. Our findings show that a joint consideration of value cocreation and co-destruction provides a dynamic and comprehensive view of how the service presents itself for the users.…”

“…Further, research has reinforced that co-creation and co-destruction of value are tightly linked and should be studied together [e.g., 17,18]. For example, users of the interactive outdoor game Geocaching were found to simultaneously co-create and co-destroy value as they enjoyed nature at its purest, which contradicted their very own consumption of nature whilst searching for caches [24].…”

“…For example, users of the interactive outdoor game Geocaching were found to simultaneously co-create and co-destroy value as they enjoyed nature at its purest, which contradicted their very own consumption of nature whilst searching for caches [24]. Kokko, Vartiainen, and Tuunanen [18] argued that value co-creation and co-destruction interact dynamically in a service process, alternately gaining strength and dwindling. Similarly, Plé [22] has concluded that value co-destruction may appear as a value imbalance among the interacting service actors.…”

“…Further, we utilize the value typology of Tuunanen and Kuo [16] in identifying and depicting users' personal values as key user values underlying the experienced value outcomes. We connect the emerging key user values to both the value co-creative and codestructive experience descriptions depicted by respondents, as recent studies [e.g., 17,18] suggest that these elements should be studied together.…”

What older adults do in online communities when they co-create and co-destruct value

“…Recently, researchers are focused on the practices through which actors interact, and also how these practices may lead to co-creation or co-destruction of value (Frow et al, 2016;McColl-Kennedy et al, 2015;Echeverri and Skålén, 2011). Past research has predominately focused on identifying sets of value co-creation practices at the oversight of value codestruction practices (Kokko et al, 2018). For instance, McColl-Kennedy et al (2012) identified eight activities that lead to value co-creation in a healthcare ecosystem.…”