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Abstract

Abstract:The purpose of this study is to investigate the impact of smart device's interactivity on customer value cocreation in the sports industry through bridging social capital and collective efficacy. A total of 262 students participated in the study, and we carried out structural equation modeling (SEM) to measure 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 value cocreation, but bridging social capital did not appear to directly affect value cocreation. Based on these results, this study suggests the need to take advantage of new platforms that can build co-creation value with customers in the rapidly changing marketing environment.