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User experience sharing: Understanding customer initiation of value co-creation in online communities

Chen, Tom, Drennan, Judy, Andrews, Lynda, Hollebeek, Linda D. (2018) User experience sharing: Understanding customer initiation of value co-creation in online communities. European Journal of Marketing, 52 (5/6). pp. 1154-1184. ISSN 0309-0566. (doi:10.1108/EJM-05-2016-0298) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:107095)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL:
https://doi.org/10.1108/EJM-05-2016-0298

Abstract

Purpose

This paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of effort made for the direct benefit of others in their service network. The authors propose and empirically examine a user experience sharing model (UESM) that explicates customer-to-customer (C2C) UES and its impacts on firm-desired customer-based outcomes in online communities.

Design/methodology/Approach

Based on an extensive review, the authors conceptualize UES and UESM. By using online survey data collected from mobile app users in organic online communities, the authors performed structural equation modeling analyses by using AMOS 24.

Findings

The results support the proposed UESM, showing that C2C UES acts as a key driver of both firm-desired customer efforts and customer insights. The results also confirmed that service-dominant (S-D) logic-informed motivational drivers exert a significant impact on C2C UES. Importantly, C2C UES mediates the relationship between S-D logic-informed motivational drivers and firm-desired customer-based outcomes.

Originality/value

This study offers a pioneering attempt to develop an overarching concept, UES, which reflects customers’ initiation of value co-creation, and to empirically examine C2C UES. The empirical evidence supports the key contention that firms should proactively facilitate C2C UES.

Item Type: Article
DOI/Identification number: 10.1108/EJM-05-2016-0298
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Tom Chen
Date Deposited: 24 Sep 2024 11:49 UTC
Last Modified: 25 Sep 2024 13:21 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/107095 (The current URI for this page, for reference purposes)

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