The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Younghan Lee, Dae-eun Kim
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引用次数: 8

Abstract

PurposeThe current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and collective intelligence.Design/methodology/approachSubjects were individuals who have a mobile smart device and experience of accessing sport-related community websites (n = 513). A face-to-face self-administered survey was employed based on the convenience sampling method. A structural equation modeling test was conducted to examine the relationships between the variables.FindingsTechnological interactivity and media sociability based on mobile smart devices improve sport consumers' collective efficacy, and media sociability positively affects collective intelligence. Also, perceived collective efficacy and collective intelligence in virtual communities induce consumers to engage in the value co-creation process more actively (i.e. consumer participation behavior and citizenship behavior). One of the key findings includes the significant role of media sociability in the process of value co-creation between consumers and sport organizations. Media sociability is more likely to contribute to improving sport consumers' collective efficacy and the development of intelligence than the properties of technological interactivity.Originality/valueResearch findings contribute to extending the body of knowledge in interactivity studies related to sport consumers' value co-creation behaviors in the virtual environment context.
基于集体效能和集体智慧的技术互动性和媒介社交性对体育消费者价值共创行为的影响
目的本研究旨在通过集体效能和集体智力来解释技术互动性和媒体社交性对体育消费者价值共创行为的影响。设计/方法/方法受试者是拥有移动智能设备并有访问体育相关社区网站经验的个人(n=513)。采用方便抽样法进行面对面自我管理调查。进行了结构方程建模测试,以检验变量之间的关系。发现基于移动智能设备的技术互动性和媒体社交性提高了体育消费者的集体效能,而媒体社交性对集体智力有积极影响。此外,虚拟社区中感知到的集体效能和集体智慧促使消费者更积极地参与价值共创过程(即消费者参与行为和公民行为)。其中一个关键发现包括媒体社交性在消费者和体育组织共同创造价值过程中的重要作用。与技术互动的特性相比,媒体社交更有可能有助于提高体育消费者的集体效能和智力发展。原创性/价值研究结果有助于扩展与体育消费者在虚拟环境中的价值共创行为相关的互动研究中的知识体系。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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