The purpose of this study is to investigate the impact of smart device's interactivity on customer value co-creation in the sports industry through bridging social capital and collective efficacy. A total of 262 students participated in the study, and a structural equation modeling (SEM) was carried out to measures the relationship between variables in the conceptual model. The results revealed that interactivity consisting of user control, responsiveness, and synchronicity had a significant impact on bridging social capital. In addition, both technological interactivity and bridging social capital were positively associated with collective efficacy. Lastly, collective efficacy had a positive influence on co-creation value, but bridging social capital did not appear to directly affect co-creation value. Based on these results, this study suggests the need to take advantage of new platforms that can build value co-creation with customers in the rapidly changing marketing environment.
|Advisor:||Benavides Espinoza, Claudia|
|Commitee:||Adams, Tom, Bryant, Lance, LaVetter, David|
|School:||Arkansas State University|
|School Location:||United States -- Arkansas|
|Source:||MAI 53/06M(E), Masters Abstracts International|
|Keywords:||Bridging social capital, Co-creation value, Collective efficacy, Interactivity, Smart device|
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