Online Value Creation Behavior of Ōura Ring Users and Service Quality Evaluation

Abstract

Users’ interaction in virtual communities, can co-create and co-destruct value and greatly influence users’ perception of service quality. We explored the online value creation behavior of ŌURA Ring (a self-monitoring device) users by focusing on customer-to-customer (C2C) interaction. This study presented one of the initial conceptual frameworks for examining online value creation behavior in the context of self-tracking technologies. AMOS and fsQCA were applied for relationship testing. The findings demonstrated that when value co-creation (VCC) and value co-destruction (VCD) occur concurrently, the existence of perceived functional value (PFV) and perceived hedonic value (PHV) is required for users to have a favorable service quality experience. In addition, PFV was validated as the most essential component for favorable PSQ. The proposed conceptual model can guide self-tracker providers in determining how to join and promote C2C interactions in the virtual community to enhance consumers’ PSQ.