Antecedents and consequences of value co-creation in the online environment with a Meta-synthesis approach

The concept of co-creation has become important today due to the change in the role of customers.Various studies have been conducted in the field of value co-creation, the antecedents and consequences related to it. Due to the variety of results and the lack of clear classification, creating a comprehensive view of these factors is necessary. In this context, the aim of this study is to identify the antecedents and consequences of value co-creation in online environments using a meta-synthesis approach.

In this research, in order to extract valid articles based on a systematic approach, the meta-synthesis method and the seven steps introduced by Sandelowski and Barroso were used. Also, the tool for analyzing the data was thematic analysis in the MAXQDA software.

The results led to the identification of 34 final articles and the analysis of the data collected from these articles in the MAXQDA software resulted in the identification of 53 antecedents as affecting factors in the form of seven components and three general dimensions and 18 consequences of value co-creation in different sectors were in the form of two dimensions. In addition, 25 separate definitions of value co-creation were extracted.

Conclusion:

 Improvement of customer loyalty among the consequences and previous interactive experiences of the customer with the brand among the antecedents of value co-creation were identified as indicators with the highest frequency. Based on the results, various relational, perceptual and experiential factors are well able to shape the fields of value co-creation in online environments.