Value Creation Behavior of Oura Ring Users in Social Media (Customer-dominant LOGIC)

Abstract

Smart devices such as self-trackers are being used by an ever-increasing number of exercisers to self-monitor their health. Users' interactions in social media can co-create and co-destruct the value and has a substantial impact on services. To investigate Oura Ring users' value creation behavior in the online context, we focus on customer-dominant logic and customer-to-customer (C2C) interaction. This paper proposes a conceptual framework, one of the first to investigate value creation in an empirical study in the context of well-being. Oura Ring is a smart ring that enables users to track their activities and sleep quality. To test relationships, structural equation modeling and Fuzzy Set Qualitative Comparative Analysis (fcQCA) will be utilized. The proposed framework can help service providers figure out how to get involved and encourage C2C interactions. The study contributes to the body of knowledge by considering C2C interactions in the context of service encounters.