Research on the influence of online fitness user engagement on value co-creation behavior

Gaofu Liu · Haonan Yang · Nie Jing

21 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Service and Product Innovation Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose Value co-creation is a new initiative for enterprises to form a competitive advantage, and user engagement is the basis for achieving value co-creation; nevertheless, few studies have discussed the influence mechanisms of user engagement on value co-creation behavior. In this study, the authors aim to reveal the influence mechanisms of online fitness user engagement on value co-creation behavior by considering emotional resonance and immersive experience as mediating variables. Design/methodology/approach The authors proposed and empirically tested a research model based on a survey involving 461 Chinese respondents through partial least squares structural equation modeling (PLS-SEM). Findings The results of this study confirm that consumer engagement, contributing engagement and social engagement are important drives of value co-creation behavior among online fitness users. Furthermore, emotional resonance and immersive experience have been revealed as important mediating mechanisms to explain why user engagement drives value co-creation behavior. Practical implications The results of this study suggest that practitioners need to focus on the social engagement and consumer engagement of users in online fitness communities and to provide the appropriate environment and conditions for online fitness user to achieve mutual value co-creation. Originality/value This study makes two main contributions. It examines user engagement in an online fitness community context and helps to understand its applicability in other contexts. It explains the influence mechanisms of online fitness user engagement on value co-creation behavior and enriches the studies related to the drivers of value co-creation behavior.

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References

2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2018When to use and how to report the results of PLS-SEM 2003Evolving to a New Dominant Logic for Marketing 2015Common Method Bias in PLS-SEM 2004Co-creation experiences: The next practice in value creation 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Consumer engagement in a virtual brand community: An exploratory analysis

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