| dc.description.abstract | This study attempts to investigate whether extrinsic and intrinsic motivation have direct impacts on value co-creation or through the mediating role of perceived value ? I choose extrinsic motivated variables (reciprocity, reputation and reward) and intrinsic motivated variables (competence, autonomy and relatedness) as the six antecedents to investigate not only how they influence value co-creation but also examine if perceived value has mediating effects among the value co-creation and these six antecedents. I use Hierarchical linear modeling (HLM) to test our research model. In total, 343 surveys were distributed and a total of 325 valid samples were retrieved from 45 different Facebook brand fan pages. The valid response rate is 94.75%.
This study was divided into two parts. First, I examine whether extrinsic and intrinsic motivation have direct impacts on value co-creation. Second, I examine the mediating effect of perceived value among extrinsic motivation, intrinsic motivation and perceived value. The
result of this study indicated that reputation, competence, autonomy and relatedness have significant effect on value co-creation；Reciprocity and reward do not have positive effect on value co-creation. Besides, reciprocity, reputation, reward, competence, autonomy and
relatedness have significantly influenced value co-creation via the mediating role of perceived value.
This study contributes to the field in the following four ways. First, until now, there have been few studies on how motivation influence value co-creation in Facebook fan page. However, I investigate whether extrinsic and intrinsic motivation have direct impacts on value co-creation. Second, compared to extrinsic motivation, intrinsic motivation have a significantly more positive influence on value co-creation in Facebook fan page. However, extrinsic motivation do not have a positive influence on value co-creation. Third, in addition to investigate how extrinsic and intrinsic motivation influence value co-creation, we also proved that perceived value plays a key mediating role. Also I found that reciprocity and reward must influence value
co-creation via the mediating role of perceived value. Fourth, I employed hierarchical liner modeling to analyze the hypotheses through a cross-level approach. Hierarchical liner modeling analyzed the cross-level relationships between the group and individual level effectively and accurately. Besides, I use the mediating mechanism to examine our hypotheses. This method
contributes and advances the field of value co-creation. | en_US |