... the complex interrelationships, including direct, indirect (mediation) and moderating effects, were tested by using structural equation modeling-AMOS 26.0. Findings Results indicate that consumers derive both utilitarian and hedonic value from food vloggers and their content, which in turn affects...

... to find that hedonic value has the greatest impact on users’ life satisfaction, followed by social value and utilitarian value. Perceived risks which including privacy risks, financial risks and functional risks act as a moderating role between perceived value and users’ life satisfaction. Originality...

... improve users’ co-creation value, including customer learning value, social integrative value and hedonic value. This co-creation value can subsequently affect users’ future participation intention in online communities. Originality/value This paper seeks to fill the research gap by examining...