<p> 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. </p>
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:1565044 |
| Date | 29 October 2014 |
| Creators | Kim, Dae Eun |
| Publisher | Arkansas State University |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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