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What is Virtual Customer Environments Study about?

The study investigates why customers voluntarily participate in value co-creation activities within Virtual Customer Environments (VCEs) by developing a conceptual model based on the uses and gratifications approach. It identifies four types of benefits customers derive from their interactions in VCEs: cognitive, social integrative, personal integrative, and hedonic. The findings indicate that customer participation is primarily motivated by perceived benefits rather than norm-related behavior, emphasizing

Author

IHSSAN SAOUDI

Language

EN