Prosumers Engagement And Value Co-creation Under Collaborative Consumption:Moderated Mediation Model

Sharing economy is dramatically increasing where prosumers participate in the value co-creation actively and voluntarily with firms(platform)and peers.The main driving force which maintain this relationship is Trust between prosumers and on firm(platform)in the sharing economy.Despite of this prominent phenomenon,it is not clear,what are prosumers’ main cognitive factors(antecedents)that transform customers into prosumers and how this prosumption phenomenon co-create values in the sharing economy.This study addresses this emerging phenomenon and determine the impact of prosumers cognitive factors on prosumption and prosumption effect on value co-creation under umbrella of sharing economy.Furthermore,how prosumers’ Trust play as catalyst between prosumption and value co-creation is main objective of our study.First of all,to understand prosumption evolution and its prominence in current academia especially in marketing filed,we explored research clusters in Prosumption field through co-citation analysis.This analysis enriched our understanding by systematically reviewing Prosumption articles extracted from Web of Science(Wo S)database at January 2018,and consequently,we found only 350 publications.We used two types of co-citation analysis – bibliometric co-citation through Hist Cite and bibliometric cartography through VOSviewer–for the last 20 years.In total,we analyzed 350 articles and found three research clusters in prosumption;(1)Business and Sociology(2)Energy and Power grid and(3)Energy and Economy.After that we focused only Business and Sociology cluster to explore the current state and research streams of Prosumption in marketing discipline.Three clusters were found through bibliographic coupling and cartography analysis;(1)Prosumer and Co-creation(2)Prosumer and user-generated content(UGC)and(3)Prosumer and Informational Capital.This bibliometric analysis found that the 75 Prosumption publications provide sound background to conceptualize the term "Prosumption" in marketing discipline.After getting in-depth analysis of prosumption in marketing literature,authors focused only first cluster “Prosumer and Co-creation” for next stage.This study developed a theoretical model which determines the prominent antecedents(selfefficacy,anticipated rewards and consumer–company identification,and privacy/ safety risk)of prosumer engagement and value co-creation,as well as prosumer engagement effect on value co-creation under the umbrella of collaborative consumption(sharing economy).This study also examined the mediating role of prosumption between antecedents’ variables and value co-creation;the moderating role of trust upon prosumption and value co-creation;and moderated mediation effect(indirect conditional effect)on antecedents’ variables and value co-creation under presence of mediation of prosumption and moderation of prosumer trust.This study used quantitative methodology and data were collected from 391 consumers using car sharing platforms(Di Di in China and Uber in Pakistan).The questionnaire was developed from previously established literature.Exploratory factor analysis(EFA)and confirmatory factor analysis(CFA)were conducted for measurement of the constructs.The data were investigated by SPSS,AMOS 21 st version and Wrap-PLS 6th version.Self-efficacy,anticipated rewards and consumer–company identification have a positive and significant relationship with prosumption and value co-creation.But privacy/safety risk have negative and significant relationships with prosumption and value co-creation.Last but not least,prosumption and value co-creation have has positive and significant relationship with each other.Prosumer trust showed positive moderation on relationships between antecedents’ variables,prosumption and value cocreation.Moreover,partial mediation of prosumption engagement was found between antecedents’ variables and value co-creation.Whereas,the moderated mediation(conditional indirect effect)was found significant between antecedents’ variables(customer-company identification and privacy/safety risk)and value co-creation on the bootstrapping confidence interval(CI).The current study has key findings that can be summarized in points.First,this dissertation provided us an overall contribution of prosumption research dynamics for whole academia(bibliometric analysis of 350 prosumption publications)also examined the thematic analysis of prosumption publications at a glance.Second this dissertation provided also explored the thematic analysis of prosumption for marketing discipline academia specifically(bibliometric analysis of 75 prosumption publications).Third,this dissertation also examined positive antecedents(self-efficacy,anticipated rewards and consumer–company identification)and negative antecedents(privacy/ safety risk)of prosumption and value co-creation.Mediating role of prosumption,moderating role of prosumers’ trust and moderated mediation role of antecedents’ variables on value co-creation “conditional indirect effect” among other peers,company and sharing platform App under collaborative consumption.Practitioners and business firms can also find more rigorous insights to formulate corporate and marketing operational strategy from this research.