Online Value Creation Behavior of Ōura Ring Users and Service Quality Evaluation
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2024-01-03
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1265
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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.
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Drivers for Next Level Digital Service Innovation: Metaverse, IoT and Generative AI, self-tracker technology, service quality, social media, value co-creation, value co-destruction
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10 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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