Influencing Factors of Virtual Cigarettes online game Consumers' Co-production Behavior

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Xiaobo Fang, Jieyu Song, Liyan Liu, Minoo Ghoreishi

Abstract

This study aims to explore the influencing factors of customer participation in co-production and the impact of co-production on consumer product evaluation and behavioral loyalty.


Design/methodology/approach – An online survey was used to collect 325 valid questionnaires from consumers who reported participating in online game public testing and played many virtual cigarettes online games with more than 6-months experience.Findings – Consumers who are willing to participate in co-production often share specific characteristics, including a high desire to control, a high motivation to achieve, and professional knowledge. When Consumers concentrate on co-production, they may leave positive product evaluations of virtual cigarettes online games, and increase behaviors that demonstrate loyalty.Practical implications –Virtual cigarettes online game developers can be involved by these results when provide relevant professional information in game public testing, because they suggest that consumers who are willing to participate in co-production often share specific characteristics.Originality/value – From the viewpoints of the consumer link, product link, and situational link, this paper summarized the link variables, and analysed the key factors affecting consumers' input into co-production.

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