Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention

The popularization of digital infrastructure has enabled the rise of the online game industry. Instead of targeting entertainment-oriented technology and services, which are the focus of most relevant studies, in the present study, we review the literature from the perspective of considering players of online games as both consumers of entertainment and co-creators of value. The three major antecedents of the theory of planned behavior, namely personal attitude toward co-creation, subjective norms and perceived behavioral control, were modified to explore the relevant constructs. Specifically, the diversity of co-creation experience was used to predict co-creation intention. The proposed model was empirically evaluated through the structural equation modeling of survey data collected from 321 World of Warcraft (WoW) players. As hypothesized, the diversified co-creation experience positively affected the antecedents. The findings provide implications on how to increase players’ participation in co-creation to achieve sustainable mutual benefits.