The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective

• DOI: 10.3389/fpsyg.2022.1110011
• Publication Date: 2023-01-26T10:32:26Z
• Authors: Jialiang Yang; Jifan Ren; Meihui Zhao; Haoyu Chen; Huihan Wang
• Keywords: Value (mathematics); Co-Creation; Consumer behaviour

This research investigated the value co-creation behaviors in livestreaming platforms and internal mechanism of perceived on consumer behavior short-video platform TikTok. selected Tiktok as object, uses structural equation model to analyze data. The results indicated that consumer-perceived mediates relationship between engagement citizenship behaviors. In addition, exhibit significant community attributes, interactive forms primary part enhances value. Consumers join look for communities interest them. Consumers’ responses generate Thus, it consumers’ intentions continue using a particular service, which then increases likelihood behavior. study also found creative embodies social functional values. suggested consumers such TikTok tend seek recognition by sharing their opinions or daily lives. examination mediating role revealed significantly mediated provided evidence fact usually actively participate uploading content creations, with motivation impact gain others. Firstly, TikTok’s deeply engage cognitive messages are integrated into through interacting others, browsing, creating short videos. Secondly, provides channel high level interactivity facilitates interaction among strangers. Video uploaders fans develop positive relationships. Thirdly, viewers may become video providers at some point; act creates economic generates emotional, functional, values its consumers.