The effect of online interaction and trust on consumers’ value co-creation behavior in the online travel community

ABSTRACT

This study proposes a three-dimensional conceptualization of consumer value co-creation and examines perceived online interactivity as its major antecedent in the context of the Chinese online travel community. Through a structural equation model analysis, it is found that Chinese online travel community users’ value co-creation behavior can be conceptualized as a three-dimensional model consisting of engagement, personalization and dependence, and their value co-creation behavior was effectively triggered by online interactivity. Path analysis revealed evidence for the underlying psychological mechanism of perceived online interactivity on consumers’ value co-creation via online trust. Based on these findings, theoretical contributions and managerial implications are discussed.

KEYWORDS:

• Online interactivity
• online trust
• value co-creation
• engagement
• personalization
• dependence
• travel experience sharing
• online travel community
• online travel community user
• Chinese consumer behavior

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the The National Social Sciences Foundation of China [14BGL202]; Fudan University Outstanding Talent Scheme.