A Meta-Analysis of the Effects of Interaction on Value Co-Creation in Online Collaborative Innovation Communities...

Interaction is typically at the core of the value co-creation process through operant resource exchange in online collaborative innovation communities (OCICs). While some studies emphasize the facilitating effect of interaction on value co-creation, others have drawn opposite conclusions, such as more peer interaction leads to less idea generation. Thus, the purpose of this paper is to utilize the service ecosystem framework to clarify the overall relationship between interaction and value co-creation and to explore the moderating factors that may have contributed to the divergence and inconsistency of previous studies. We conducted a meta-analysis of 65 effect sizes obtained from 63 articles with a cumulative sample size of 25,185 between 2004 and 2023, using a random effects model. The results indicate that interaction has a significantly positive impact on user value co-creation within OCICs (r = 0.453, 95%CI [0.405, 0.499]), and the heterogeneity among studies was significant (Q = 1409.29, p < 0.001). The strength of this correlation was moderated by the types of interaction (human-computer or human-human interactions), the types of OCICs (business-sponsored or socially constructed online communities), and the number of involved OCICs (one or multiple online communities), but not by the cultural background. These findings support the service ecosystem perspective rather than resource scarcity theory by resolving the mixed findings regarding the relationship between interaction and user value co-creation. Furthermore, this study systematically examined the contingent factors separately across three levels, micro (types of actor interactions), meso (types and number of OCICs), and macro (cultural background), combining the whole and the part insights, and empirically integrating service ecosystems as the foundational paradigm and unit of analysis for value co-creation research for the first time. This research contributes to theoretical frameworks in service ecosystems and offers actionable insights for management practices in business and marketing.