Impact of online community interaction on value co-creation: Evidence from China

Adventure tourism has received significant attention recently because it offers unique sensations. Managers of adventure tourism objects need to understand the determinants of satisfaction in adventure tourism. This study aims to examine the effect of intrinsic motivation and flow theory on extreme and non-extreme adventure tourists’ satisfaction in Indonesia. This study uses a quantitative approach. The sample includes 405 tourists engaged in adventure tourism activities (extreme adventure tourism activities – 200 respondents, and non-extreme adventure tourism activities – 205 respondents). Structural Equation Modeling-Partial Least Square (SEM-PLS) was used to analyze the data. The results show that autonomy and competence influence flow experience (p-value < 0.05). This applies to extreme adventure and non-extreme adventure tourism. Furthermore, flow experience has a positive effect on adventure tourist satisfaction. In the context of extreme adventure tourism, autonomy does not affect the satisfaction of extreme adventure tourists (path coefficients = 0.025 and p-value = 0.761). In the context of non-extreme adventure tourism, competence does not affect the satisfaction of non-extreme adventure tourists (path coefficients = –0.036 and p-value = 0.682). This study recommends that managers of non-extreme tourism spots add challenging aspects to tour packages because they are believed to increase tourist satisfaction.

A broader community is currently paying a significant deal of attention to the existence of social enterprises. This is due to the belief that social enterprises can bring answers to community issues. Village-Owned Enterprises (VOEs), as one of the social enterprises that are expected to continue providing sustainable welfare for villages, must always strive for excellent organizational performance to fulfill their objectives. This study is based on the notion of participatory governance; it seeks to evaluate the effect of governance practices on value co-creation, as well as the effect these practices have on organizational performance. This paper collects data utilizing a structured questionnaire and a quantitative research approach. A cluster sampling methodology is used. The respondents are directors of VOEs in Riau Province, Indonesia. One hundred twenty-five data were analyzed using partial least squares (PLS) of the second order. The results reveal that good governance practices will boost value co-creation, enhancing organizational performance. The findings suggest that VOEs should pay particular attention to their process of managing, monitoring, and accountability to achieve value co-creation and fulfill their mission. The uniqueness of this study lies in its investigation of the governance practices of VOEs and the crucial role of value co-creation in enhancing their organizational performance.

Acknowledgment
We express our gratitude and appreciation to The Directorate of Resources, The Directorate General of Higher Education, The Ministry of Education, Culture, Research and Technology (Ref. 1615/UN.19.5.1.3/PT.01.03/2022) for financial support for this study. We also express the same appreciation to LPPM Universitas Riau for facilitating this research project.

Understanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves customer engagement, and cultivates long-lasting brand relationships, ultimately leading to business success in the competitive digital marketplace. Anchoring in service-dominant logic and self-determination theory framework, this study aims to investigate customers’ internal stimuli as the antecedents of the co-creation experience and its impact on brand relationship behavior. An online survey was employed to gather data from 499 users of Shopee, Tokopedia, Bukalapak, and Lazada mobile commerce marketplaces in Indonesia. PLS-SEM is used to analyze the conceptual model. The results reveal that customers’ internal stimuli of enabling the self and gratifying the self positively influence the co-creation experience (t-value > 1.645, p-value < 0.001). At the same time, no significant effect was found on the relationship between enriching the self and the co-creation experience. This study also confirms the role of co-creation experience in motivating continuance intention and E-WOM (t-value > 1.645, p-value < 0.001). The findings contribute to developing and validating the co-creation experience concept by demonstrating the role of customer internal stimuli in influencing the co-creation experience, thus motivating customer continuance intention and E-WOM behavior. The findings suggest the importance of the focus given by mobile commerce marketplace managers in designing mobile commerce platforms that can also meet the inner needs of users. A positive co-creation experience can enhance customer commitment and thus encourage positive E-WOM. These factors contribute to the long-term success and growth of mobile commerce platforms in an increasingly competitive market.