Product Consumption Co-creation Behavior in Virtual Community: An MAO Framework

• Main Authors: Yu-Sheng Tang, 唐瑜聲
• Other Authors: Shu-Limg Liao
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/05936416342079718269

碩士 === 元智大學 === 國際企業學程 === 99 === With the development of Internet, the communication network is enhanced and thus the virtual community arises. Information seeking and experience sharing are considered as the primary behavior of participating in virtual community. Members’ interaction enhances co-creation and knowledge accumulation is thought as key determinants which sustains virtual communities. Due to the previous research, there were few studies in summarizing antecedents systematically and measuring co-creation behavior. Thus, we proposed a conceptual framework and adopted MAO model to summarize antecedents. The mediators, community tie strength and product involvement, have impact on co-creation behavior. Formal questionnaire was distributed through the Internet. The number of valid sample was 422 and the valid response rate was 40.58%. We adopted Structural Equation Modeling for the further analysis. The results show that individuals’ strong motivation of co-creation and ability of professional product-related background have a greater influence than the opportunity providing from the platform. Besides, individuals’ motivation and ability have indirect impact on co-creation behavior. Therefore, community providers should offer concrete benefits such as personal integrative benefits and social integrative benefits and cooperate with product or brand company to provide the latest information and to recruit members to co-create.