Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users
Abstract
:1. Introduction
2. Theoretical Background
2.1. Co-Creation Behaviors in Virtual Communities
2.2. Perceived Functional Value as an Antecedent of Value Co-Creation
2.3. Brand Equity as a Result of Value Co-Creation
2.4. Moderating Effect of Multichannelity on the Proposed Model
3. Methodology
3.1. Data Collection and Sample
3.2. Measurement Scales
4. Results
4.1. Measurement Model
4.2. Causal Relationship Model
5. Discussion
Author Contributions
Funding
Conflicts of Interest
References
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Variables | Li | Ei | Reliability | Validity | |||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Cronbach’s Alpha | Composite Reliability (CR) | Average Variance Extracted (AVE) | Convergent Validity | ||||||||||
Uni | Multi | Uni | Multi | Uni | Multi | Uni | Multi | Uni | Multi | Uni | Multi | ||
Functional value. Tripadvisor lets me: | v1: Find services that fit my interests | 0.82 | 0.80 | 0.33 | 0.36 | 0.80 | 0.85 | 0.80 | 0.85 | 0.58 | 0.66 | t = … | t = … |
v2: Choose the service I need | 0.77 | 0.90 | 0.41 | 0.20 | t = 12.25 *** | t = 13.12 *** | |||||||
v3: Get ideas to plan my experiences | 0.68 | 0.74 | 0.54 | 0.46 | t = 11.25 *** | t = 11.73 *** | |||||||
Self-value co-creation. When thinking about the experiences you have evaluated/commented on Tripadvisor | v4: I participate actively in organization of my experiences | 0.86 | 0.74 | 0.26 | 0.45 | 0.74 | 0.74 | 0.79 | 0.75 | 0.57 | 0.51 | t = … | t = … |
v5: I consider comments from other users to organize my experiences | 0.85 | 0.77 | 0.27 | 0.41 | t = 15.19 *** | t = 9.08 *** | |||||||
v6: I get involved in the whole organization process | 0.68 | 0.61 | 0.58 | 0.53 | t = 8.68 *** | t = 7.81 *** | |||||||
Communal-value co-creation. When I express an opinion about an experience on Tripadvisor: | v7: If I liked the experience, I say positive things | 0.78 | 0.78 | 0.38 | 0.39 | 0.93 | 0.91 | 0.91 | 0.90 | 0.67 | 0.64 | t = … | t = … |
v8: If I have an idea about how to improve the experience, I include it | 0.73 | 0.79 | 0.47 | 0.38 | t = 12.17 *** | t = 7.26 *** | |||||||
v9: When I have had a problem, I let people know | 0.77 | 0.64 | 0.40 | 0.59 | t = 16.11 *** | t = 7.09 *** | |||||||
v10: I give other users advice | 0.87 | 0.86 | 0.24 | 0.26 | t = 18.23 *** | t = 14.19 *** | |||||||
v11: I show other users how to choose the service better | 0.92 | 0.89 | 0.15 | 0.21 | t = 18.35 *** | t = 14.20 *** | |||||||
Virtual community CBBE | v12: I prefer using Tripadvisor to other brands that provide similar services | 0.91 | 0.88 | 0.17 | 0.23 | 0.95 | 0.93 | 0.95 | 0.94 | 0.84 | 0.77 | t = … | t = … |
v13: Although another brand has the same characteristics as Tripadvisor, I prefer to use Tripadvisor | 0.90 | 0.87 | 0.20 | 0.25 | t = 26.18 *** | t = 18.21 *** | |||||||
v14: Although Tripadvisor is no different from other brands, it seems good to use Tripadvisor | 0.94 | 0.85 | 0.11 | 0.27 | t = 27.60 *** | t = 16.60 *** | |||||||
v15: I like Tripadvisor better than other similar brands | 0.91 | 0.92 | 0.17 | 0.16 | t = 27.35 *** | t = 19.87 *** |
Variables | Segments | Functional Value | Self-Value Co-Creation | Communal-Value Co-Creation | Virtual Community CBBE |
---|---|---|---|---|---|
Functional value | uni-channel | 0.76 | |||
multi-channel | 0.81 | ||||
Self-value co-creation | uni-channel | 0.46 | 0.75 | ||
multi-channel | 0.48 | 0.71 | |||
Communal-value co-creation | uni-channel | 0.38 | 0.44 | 0.82 | |
multi-channel | 0.34 | 0.23 | 0.80 | ||
Virtual community CBBE | uni-channel | 0.36 | 0.56 | 0.62 | 0.92 |
multi-channel | 0.36 | 0.57 | 0.43 | 0.88 |
Website | Mobile App | |
---|---|---|
Self-value co-creation → Virtual community CBBE | 0.41 *** | 0.17 (n.s.) |
Communal-value co-creation → Virtual community CBBE | 0.54 *** | 0.47 *** |
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Rubio, N.; Villaseñor, N.; Yagüe, M.J. Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability 2021, 13, 8403. https://doi.org/10.3390/su13158403
Rubio N, Villaseñor N, Yagüe MJ. Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability. 2021; 13(15):8403. https://doi.org/10.3390/su13158403
Chicago/Turabian StyleRubio, Natalia, Nieves Villaseñor, and Mª Jesús Yagüe. 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users" Sustainability 13, no. 15: 8403. https://doi.org/10.3390/su13158403
APA StyleRubio, N., Villaseñor, N., & Yagüe, M. J. (2021). Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability, 13(15), 8403. https://doi.org/10.3390/su13158403