Date of Award
10-29-2014
Document Type
Thesis
Degree Name
Exercise Science, MS
First Advisor
Claudia Benavides Espinoza
Committee Members
David LaVetter; Lance Bryant; Tom Adams
Call Number
LD 251 .A566t 2014 K42
Abstract
The purpose of this study is to investigate the impact of smart device's interactivity on customer value co-creation in the sports industry through bridging social capital and collective efficacy. A total of 262 students participated in the study, and a structural equation modeling (SEM) was carried out to measures the relationship between variables in the conceptual model. The results revealed that interactivity consisting of user control, responsiveness, and synchronicity had a significant impact on bridging social capital. In addition, both technological interactivity and bridging social capital were positively associated with collective efficacy. Lastly, collective efficacy had a positive influence on co-creation value, but bridging social capital did not appear to directly affect co-creation value. Based on these results, this study suggests the need to take advantage of new platforms that can build value co-creation with customers in the rapidly changing marketing environment.
Rights Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Kim, Dae-Eun, "The Impact of Smart Device's Interactivity On Customer Activity in the Sports Industry" (2014). Student Theses and Dissertations. 740.
https://arch.astate.edu/all-etd/740
