원문정보
초록
영어
In recent business environments, user roles as value co-creators become crucial in firms’ product innovation. As the number of social networking service (SNS) users increases exponentially, firms are utilizing SNSs to solicit user participation for value co-creation. In order to facilitate user contributions to value co-creation activities, firms make efforts to provide users with diverse interaction experiences in SNSs, expecting them to play diverse roles such as product conceptualizer, designer, developer, tester, supporter, and marketer. This study empirically examines whether multi-dimensional user interaction experiences in the corporate SNSs (i.e., corporate Facebook and Twitter) influence their continuous participation in value co-creation activities. In particular, it investigates which interaction experience has more impact on value co-creation activities and which user role works as a moderator in this relationship.
목차
Introduction
Conceptual Background and Hypotheses
User Interaction Experience and Value Co-Creation in corporate SNSs
Users’ Value Co-Creation Roles in corporate SNSs
Research Methods
Data Analysis and Results
Discussion and Conclusion
References