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A Study on the Impact of Virtual Community Characteristic on the Willingness of Chinese Gamers to Participate in Value Co-Creation
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Value co-creation is a popular marketing research topic in recent years, and there were already some studies regarding raising consumers’ involvement in co-creation. However, virtual communities such as online games have seldom been addressed in this topic. This thesis aimed to shed light on mobile gamers’ co-creation from the perspective of the characteristics of the virtual community. Hence, this study applied the theory of value co-creation and the characteristics of virtual communities to propose a research model.

After analyzing 167 valid online questionnaire respondents from game players, the results indicated that Incentive Mechanism, Members’ Communication, Norm of Reciprocity had significantly positive effects on players’ involvement in co-creation. In addition, the finding’s practical implication suggested that the game companies need to provide unique services so that consumers could voluntarily and actively participate in value co-creation activities. 

Place, publisher, year, edition, pages
2018. , p. 61
Keywords [en]
virtual communities, value co-creation, mobile social games, player communities
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-354797OAI: oai:DiVA.org:uu-354797DiVA, id: diva2:1222687
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2018-06-25 Created: 2018-06-21 Last updated: 2018-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
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  • Other locale
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Output format
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