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

Despite an increasing amount of research on cocreation value, research on participants' value-in-use in third-party managed virtual communities remains limited. This study explores how participants perceive value-in-use through their participation in third-party managed virtual communities and...

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Detalles Bibliográficos
Autores: Rubio Benito, Natalia, Villaseñor Román, Nieves, Yagüe Guillén, M. Jesús
Tipo de recurso: artículo
Fecha de publicación:2019
País:España
Institución:Universidad Autónoma de Madrid
Repositorio:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglés
OAI Identifier:oai:repositorio.uam.es:10486/688359
Acceso en línea:http://hdl.handle.net/10486/688359
https://dx.doi.org/10.1155/2019/7562903
Access Level:acceso abierto
Palabra clave:Cocreation value
Value-in-use
Different platforms
PLS-SEM method
Economía
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spelling Does use of different platforms influence the relationship between cocreation value-in-use and participants' cocreation behaviors? An application in third-party managed virtual communitiesRubio Benito, NataliaVillaseñor Román, NievesYagüe Guillén, M. JesúsCocreation valueValue-in-useDifferent platformsPLS-SEM methodEconomíaDespite an increasing amount of research on cocreation value, research on participants' value-in-use in third-party managed virtual communities remains limited. This study explores how participants perceive value-in-use through their participation in third-party managed virtual communities and the influence of the participants' value-in-use on three cocreation behaviors typical of these communities: information searching, feedback, and coinnovation activities. Participant value-in-use is a multidimensional construct consisting of five dimensions: informational value, entertainment value, social integrative value, personal integrative value, and community interactivity. We also consider whether use of different platforms (website, mobile app, or both) exerts a moderating effect on this cocreation process and identify significant differences in the relationships proposed based on the platform the participants use to access the virtual community. The research is contrasted empirically using the virtual community TripAdvisor. The PLS-SEM method is used to test the model proposed. In comparing the website and mobile app models, the results show significantly stronger effects on the relationships in the route "informational value-participants' value-in-use-information searching" for the website. Also, we find a stronger route for personal integrative value-participants' value-in-use-feedback among users of the mobile app than for website users. In the case of participants who use only one platform (website or mobile app) rather than both (website and mobile app), the weight of use of one technology rather than both is significantly greater in coinnovation. This study enriches previous studies that advance theories of cocreation value and provides companies with practical guidance to identify and encourage cocreation behaviors and enhance the perceived value-in-use of virtual community participants.The authors wish to acknowledge the financial support of the Ministry of Economy and Competitiveness (Research Project Ref. ECO2015-69103-R) and Fundación Ramón Areces (Research Project: “El Capital Cliente en Mercados Minoristas de Gran Consumo”).HindawiWileyFacultad de Ciencias Económicas y Empresariales20192019-01-03research articlehttp://purl.org/coar/resource_type/c_2df8fbb1VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/688359https://dx.doi.org/10.1155/2019/7562903reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6883592026-06-23T12:46:27Z
dc.title.none.fl_str_mv 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
title 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
spellingShingle 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
Rubio Benito, Natalia
Cocreation value
Value-in-use
Different platforms
PLS-SEM method
Economía
title_short 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
title_full 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
title_fullStr 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
title_full_unstemmed 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
title_sort 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
dc.creator.none.fl_str_mv Rubio Benito, Natalia
Villaseñor Román, Nieves
Yagüe Guillén, M. Jesús
author Rubio Benito, Natalia
author_facet Rubio Benito, Natalia
Villaseñor Román, Nieves
Yagüe Guillén, M. Jesús
author_role author
author2 Villaseñor Román, Nieves
Yagüe Guillén, M. Jesús
author2_role author
author
dc.contributor.none.fl_str_mv Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Cocreation value
Value-in-use
Different platforms
PLS-SEM method
Economía
topic Cocreation value
Value-in-use
Different platforms
PLS-SEM method
Economía
description Despite an increasing amount of research on cocreation value, research on participants' value-in-use in third-party managed virtual communities remains limited. This study explores how participants perceive value-in-use through their participation in third-party managed virtual communities and the influence of the participants' value-in-use on three cocreation behaviors typical of these communities: information searching, feedback, and coinnovation activities. Participant value-in-use is a multidimensional construct consisting of five dimensions: informational value, entertainment value, social integrative value, personal integrative value, and community interactivity. We also consider whether use of different platforms (website, mobile app, or both) exerts a moderating effect on this cocreation process and identify significant differences in the relationships proposed based on the platform the participants use to access the virtual community. The research is contrasted empirically using the virtual community TripAdvisor. The PLS-SEM method is used to test the model proposed. In comparing the website and mobile app models, the results show significantly stronger effects on the relationships in the route "informational value-participants' value-in-use-information searching" for the website. Also, we find a stronger route for personal integrative value-participants' value-in-use-feedback among users of the mobile app than for website users. In the case of participants who use only one platform (website or mobile app) rather than both (website and mobile app), the weight of use of one technology rather than both is significantly greater in coinnovation. This study enriches previous studies that advance theories of cocreation value and provides companies with practical guidance to identify and encourage cocreation behaviors and enhance the perceived value-in-use of virtual community participants.
publishDate 2019
dc.date.none.fl_str_mv 2019
2019-01-03
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/688359
https://dx.doi.org/10.1155/2019/7562903
url http://hdl.handle.net/10486/688359
https://dx.doi.org/10.1155/2019/7562903
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Hindawi
Wiley
publisher.none.fl_str_mv Hindawi
Wiley
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
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