“…Previous research on value co-creation between service employees and customers has been well examined in multi-context, such as retailing, hospitality, and social media (Wang et al, 2020a , b ; Zhang et al, 2020 ; Yi et al, 2021a ; Bu et al, 2022 ). However, the process of service providing is often influenced by the cultural background of consumers (Sun et al, 2017 ; Yi et al, 2021b ), corporate reputation (Geng et al, 2022 ), and peer influence (Sun et al, 2021 ).…”