Title: Value co-creation in virtual game communities: a perspective on social influence theory

Authors: Xuchu Xu; Haofeng Han; Bin Wu

Addresses: School of Law, Hangzhou Dianzi University, No. 1158, 2nd Street, Qiantang District, Hangzhou, China ' School of Law, Hangzhou Dianzi University, No. 1158, 2nd Street, Qiantang District, Hangzhou, China ' School of Law, Hangzhou Dianzi University, No. 1158, 2nd Street, Qiantang District, Hangzhou, China

Abstract: The popularity of digital technologies has promoted the emergence of the online game industry. To review the relevant research, we do not simply regard online game players as consumers of game products but as value co-creators in virtual game communities. Social support theory and social influence theory are used to explore the virtual game community. Specifically, this manuscript creatively applies social influence theory to explore the factors influencing two types of value co-creation behaviours, namely player participation behaviour and citizenship behaviour, in virtual game communities. Through structural equation modelling of 491 valid questionnaires, this manuscript found that different social supports influence value co-creation among players to different degrees through three variables of social influence. The findings of this thesis provide insights into how to increase players' participation in the value co-creation process and engage them in building virtual communities.

Keywords: virtual communities; value co-creation; online games; social influence theory; social support theory.

DOI: 10.1504/IJNVO.2023.130950

International Journal of Networking and Virtual Organisations, 2023 Vol.28 No.1, pp.53 - 76

Received: 11 Oct 2022
Accepted: 14 Jan 2023
Published online: 14 May 2023 *