Customer benefits and value co-creation activities in corporate social networking services

Ae Ri Lee, Kyung Kyu Kim

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


Despite the growing importance of customers as value co-creators, little is known about their reasons for voluntarily participating in value co-creation activities. Based on expectancy-value theory, this paper empirically examines the specific benefits that customers anticipate from engaging in certain co-creation activities. Furthermore, it examines the manner in which interactions between customer benefits and joint activities/industry types influence customers’ intentions to continuously engage in value co-creation in the context of corporate social networking service (SNS)-based virtual customer environments (VCEs). Study data were collected from 327 corporate Facebook and Twitter VCE users through an online panel survey. Results of the main effect relationships reveal that all three customer benefits–cognitive, social integrative, and hedonic–significantly impacted customer intentions to continuously participate in value co-creation. Furthermore, the benefit–intention relationships differed depending upon the type of co-creation activities (e.g. ideation, design, testing, support, and marketing) and industry characteristics. Theoretical discussions about these results are provided, and implications for future research and practice are presented.

Original languageEnglish
Pages (from-to)675-692
Number of pages18
JournalBehaviour and Information Technology
Issue number7
Publication statusPublished - 2018 Jul 3

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.

All Science Journal Classification (ASJC) codes

  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Social Sciences(all)
  • Human-Computer Interaction


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