Research On User Value Co-creation Behavior In Online Fitness Services

As an important topic in the study of transformative services,the service outcomes of online fitness services are important for the sustainability of online fitness service companies and the increase of users’ life well-being.The participatory nature of fitness services determines that their service outcomes are achieved through a co-creation process by users.In this process,users are co-creators and ultimate deciders of value by interacting with fitness service providers or other participating subjects in their service network and by carrying out the necessary activities to integrate resources.Therefore,how to motivate users to participate and engage in the value co-creation process and how to coordinate the cooperation and co-creation among the participating actors in the fitness service network to achieve the well-being of each stakeholder are important issues to be explored in depth in the theoretical study of online fitness service management and value co-creation.However,the existing literature on online fitness services has mostly focused on the passive role of users,ignoring the active role of fitness users as value creators.At the same time,research on value co-creation in sports service contexts is still limited,especially since online fitness services nourished in the internet context have been given new characteristics and new models,and their theoretical exploration and empirical studies are even more lacking.Based on the service dominant logic,dynamic theory of action and ego depletion theory,this study uses a combination of theoretical and empirical research and qualitative and quantitative analysis to explore the connotation and measurement of user value co-creation behavior,and uses the antecedent-behavior-outcome perspective as the main line.Based on the perspective of resource integration,the resource input of each participant in the user service network and its integration path are examined,in order to reveal the role of resource integration network in the process of value co-creation and the transformative potential of user participation in value co-creation.The main conclusions of this study are as follows:Firstly,user value co-creation in online fitness service is a process of integrating resources to obtain benefits through the interaction between users,fitness service platforms,fitness instructors and other fitness users,with the active participation of users as the premise.User value co-creation is characterized by the initiative of user participation,the interaction between subjects and the effectiveness of resource integration.Secondly,user value co-creation behavior is the effort users put in the process of interacting with multiple parties and integrating resources to gain benefits in the service network,and this effort is reflected in users’ participation in a series of co-creation activities with different perceived difficulty.In-role value co-creation activities include seven activity themes,including participation in decision-making,information sharing,cooperation,information searching and sorting,complementary activities,interpersonal interaction,and change,while extra-role value co-creation activities include five activity themes,including knowledge contribution,helping others,feedback,tolerance,and recommendation.The results of Rasch’s analysis show that users’ in-role value co-creation activities are divided into seven difficulty levels,and users’ extra-role value co-creation activities are divided into five difficulty levels.Thirdly,based on the resource integration perspective,the results show that platform service dominant orientation ability,social support,knowledge and skills,and promotion focus all have positive effects on users’ in-role and extra-role value co-creation behavior,and there are differences in the effects of different sources of resources on different types of users’ value co-creation behavior.Among them,the influence of platform service dominant orientation ability on users’ in-role value co-creation behavior and users’ extra-role value co-creation behavior is greater than that of other types of resources;The influence of social support on users’ extra-role value co-creation behavior is greater than that of in-role value co-creation behavior;The influence of user’s own resources represented by user’s knowledge and skills and promotion focus on extra role value co-creation behavior is smaller than that of platform service dominant orientation ability and social support.Fourthly,user in-role value co-creation behavior have a direct effect on service satisfaction,quality of life,and behavioral intention,and service satisfaction enhances users’ behavioral intention and perception of quality of life.User extra-role value co-creation behavior indirectly influences quality of life and behavioral intention through the mediating effect of service satisfaction.The study confirms the transformative potential of user value co-creation and the need to support users as dominant agents in online fitness services.Fifthly,It was found that the four types of groupings driving user in-role value co-creation behavior are platform relationship-oriented co-creation,self-oriented driving,platform service dependency,and cross-resource synergy.The groupings that drive user extra-role value co-creation behavior are relationship network embedded,empowerment support co-creation,and emotion-driven co-creation.The study confirms that user in-role value co-creation behavior and extra-role value co-creation behavior have different resource-driven motives,and different types of resources can substitute and complement each other.The relevant findings of this study will enrich and improve online fitness service management theory and customer value co-creation theory,and provide guidance for the sustainable development of online fitness service enterprises and the operation and management practices of government departments in practice,which will have positive effects on promoting the scientific development of China’s fitness service industry and improving social well-being.