 How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-createLishan Xie, Canmian Liu, Yaoqi Li and Tengteng Zhu Journal of Retailing and Consumer Services, 2023, vol. 75, issue C Abstract: Virtual travel community managers tend to incorporate a degree of novelty within activity design to foster interaction between users. Little is known of how users respond to these novel activities. Based on customer inspiration theory, this research investigated the mechanisms of activity novelty on users' willingness to co-create and the moderating effect of user regulatory focus and activity goal attainability. Results of three scenario-based experiments revealed that activity novelty positively influenced users’ willingness to co-create via user inspiration. Promotion-focused users were more inspired by novel activities and in turn had a higher willingness to co-create than those were prevention-focused. When activity goal attainability was high (vs. low), the positive effect of activity novelty on inspiration was attenuated. We present the theoretical and practical implications of activity design within virtual travel communities. Keywords: Virtual travel communities; Activity novelty; User inspiration; Regulatory focus; Goal attainability; Willingness to co-create (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923001959 DOI: 10.1016/j.jretconser.2023.103448 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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