The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence

Purpose The current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and collective intelligence. Design/methodology/approach Subjects were individuals who have a mobile smart device and experience of accessing sport-related community websites ( n = 513). A face-to-face self-administered survey was employed based on the convenience sampling method. A structural equation modeling test was conducted to examine the relationships between the variables. Findings Technological interactivity and media sociability based on mobile smart devices improve sport consumers' collective efficacy, and media sociability positively affects collective intelligence. Also, perceived collective efficacy and collective intelligence in virtual communities induce consumers to engage in the value co-creation process more actively (i.e. consumer participation behavior and citizenship behavior). One of the key findings includes the significant role of media sociability in the process of value co-creation between consumers and sport organizations. Media sociability is more likely to contribute to improving sport consumers' collective efficacy and the development of intelligence than the properties of technological interactivity. Originality/value Research findings contribute to extending the body of knowledge in interactivity studies related to sport consumers' value co-creation behaviors in the virtual environment context.