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A value chain process model of consumer co-creation activities

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TitleInfo
Title
A value chain process model of consumer co-creation activities
Name (type = personal)
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Lee
NamePart (type = given)
Kyungwon
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1985-
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Kyungwon Lee
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author
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Williams
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Jerome D.
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Jerome D. Williams
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Advisory Committee
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chair
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Uslay
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Can
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Can Uslay
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Advisory Committee
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co-chair
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Yeniyurt
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Sengun (Shen)
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Sengun (Shen) Yeniyurt
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Advisory Committee
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internal member
Name (type = personal)
NamePart (type = family)
Mukherjee
NamePart (type = given)
Avinandan
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Avinandan Mukherjee
Affiliation
Advisory Committee
Role
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outside member
Name (type = corporate)
NamePart
Rutgers University
Role
RoleTerm (authority = RULIB)
degree grantor
Name (type = corporate)
NamePart
Graduate School - Newark
Role
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school
TypeOfResource
Text
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theses
OriginInfo
DateCreated (qualifier = exact)
2018
DateOther (qualifier = exact); (type = degree)
2018-05
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2018
Place
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xx
Language
LanguageTerm (authority = ISO639-2b); (type = code)
eng
Abstract (type = abstract)
With path-breaking advances in technology, consumers have become more informed, connected, and empowered than ever before in hypermedia computer-mediated environments (CMEs). No longer passive recipients in the value creation process, consumers are increasingly active participants co-creating value through interactions with companies and other stakeholders. This has also triggered theoretical evolutions in the marketing discipline, extending from exchange to value creation to value co-creation paradigm. Now, value co-creation has emerged as the central theme in contemporary marketing with a growing body of literature to advance our understanding around the concept. However, there is lack of consensus on the definition, theoretical domains, or process of value co-creation, creating a need to provide an integration of the different existing perspectives around the concept in the literature with empirical validation of the process. By integrating two primary theoretical perspectives on co-creation in the literature (technology and innovation management perspective and service science perspective), my dissertation examines the antecedents and consequences of a wide spectrum of consumer value co-creation activities, ranging from pre-launch (i.e. co-ideation, co-test, co-design, and co-finance) to post-launch (co-promotion, co-distribution, co-maintenance, and co-price). The objective of this paper is to empirically examine the entire process of value co-creation from the marketer-initiated co-production efforts, such as B2C and C2C interaction, equity, and knowledge sharing, to consumers’ value-in-use through experience, relationship, customization, and satisfaction across a variety of value co-creation activities. Using the online video gaming industry as a context for data collection, a total of 561 online video game players completed the survey. Survey-based data collected to test the proposed framework was analyzed using structural equation modeling approach. The results show that pre-launch and post-launch co-creation have different sets of significant antecedents and consequences. As for the drivers of dual forms of interaction (B2C and C2C interaction) knowledge sharing has a positive effect on both B2C interaction and C2C interaction while equity positively impacts B2C interaction only. The influence of consumer motivations varies depending on the nature of interactions. While economic motivation is the only primary predictor for B2C interaction, C2C interaction is found to be influenced by social motivation and psychological motivation. As for the consequences of C2C and B2C interactions, they have different effect on consumer participation in pre- and post-launch co-creation activities. C2C interaction has positive effect on both pre- and post-launch co-creation activities, while B2C interaction has direct positive impact only on pre- not on post-launch co-creation activities; yet indirect effect on post-launch co-creation activities through C2C interaction. Interestingly, this indicates that C2C interaction fully mediates the relationship between B2C interaction and consumer participation in post-launch co-creation activities. Consumers’ co-created outcomes (i.e. value-in-use) are influenced differently depending on consumer participation in pre- vs. post-launch stages. While perceived level of customer relationship and satisfaction are highly influenced regardless of the types of consumer co-creation participation, experience is impacted only by post-launch co-creation participation while personalization is impacted only by pre-launch co-creation participation.
Subject (authority = RUETD)
Topic
Management
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Title
Rutgers University Electronic Theses and Dissertations
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ETD_9004
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electronic resource
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application/pdf
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text/xml
Extent
1 online resource (ix, 98 p. : ill.)
Note (type = degree)
Ph.D.
Note (type = bibliography)
Includes bibliographical references
Note (type = statement of responsibility)
by Kyungwon Lee
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TitleInfo
Title
Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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NjNbRU
Identifier (type = doi)
doi:10.7282/T3ZW1QB9
Genre (authority = ExL-Esploro)
ETD doctoral
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Rights

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The author owns the copyright to this work.
RightsHolder (type = personal)
Name
FamilyName
Lee
GivenName
Kyungwon
Role
Copyright Holder
RightsEvent
Type
Permission or license
DateTime (encoding = w3cdtf); (point = start); (qualifier = exact)
2018-05-01 15:03:34
AssociatedEntity
Name
Kyungwon Lee
Role
Copyright holder
Affiliation
Rutgers University. Graduate School - Newark
AssociatedObject
Type
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Author Agreement License
Detail
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
RightsEvent
DateTime (encoding = w3cdtf); (point = start); (qualifier = exact)
2020-04-27
DateTime (encoding = w3cdtf); (point = end); (qualifier = exact)
2022-05-31
Type
Embargo
Detail
Access to this PDF has been restricted at the author's request. It will be publicly available after May 31st, 2022.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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2018-05-01T14:50:41
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