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User Co-creation Value of Short-Video Platform from the Perspective of Interactivity: The Mediating Role of Psychological Attachment

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Design, Operation and Evaluation of Mobile Communications (HCII 2021)

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Abstract

This paper’s purpose is to explore how psychological attachment impacts users’ value co-creation on short-video platforms and its mediating role between interactivity and value co-creation. A conceptual model is proposed whereby interactivity (user–machine, user–user and user–celebrity interactivity) impacts the value co-creation of users (sponsored co-creation and autonomous co-creation) through psychological attachments (internalisation and identification). The proposed research model was empirically evaluated using 248 users on the Tik Tok short-video platform and examined using PLS. The findings revealed that users’ psychological attachment differed across types of value co-creation. Psychological attachment was also found to have an underlying mediating role in the relationship between interactivity and value co-creation. In particular, the internalisation psychology attachment and identification psychology attachment completely mediated the impact of user–machine interactivity and user–user interactivity on value co-creation, respectively. This study indicated that user–celebrity interactivity had a greater effect on value co-creation behaviour, either directly or indirectly. This study provides a useful insight into user value co-creation by drawing from psychological attachment on short-video platforms, and it explains the mechanism behind the effects of interactivity to value co-creation by revealing the mediating influences of psychological attachment.

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Author information

Authors and Affiliations

  1. Yunnan University, Kunming, 650021, China

    Yumei Luo

  2. Southwestern University of Finance and Economics, Chengdu, 610074, China

    Dongyan Li

  3. Yunnan University of Finance and Economics, Kunming, 650500, China

    Qiongwei Ye

Authors
  1. Yumei Luo
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  2. Dongyan Li
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  3. Qiongwei Ye
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Editor information

Editors and Affiliations

  1. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

  2. College of Business, University of West Florida, Pensacola, FL, USA

    June Wei

Appendix

Appendix

Table 7. Survey measurement scales
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Luo, Y., Li, D., Ye, Q. (2021). User Co-creation Value of Short-Video Platform from the Perspective of Interactivity: The Mediating Role of Psychological Attachment. In: Salvendy, G., Wei, J. (eds) Design, Operation and Evaluation of Mobile Communications. HCII 2021. Lecture Notes in Computer Science(), vol 12796. Springer, Cham. https://doi.org/10.1007/978-3-030-77025-9_23

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  • DOI: https://doi.org/10.1007/978-3-030-77025-9_23

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