Not Always a Co-creation: Exploratory Study of Reasons, Emotions and Practices of the Value Co-destruction in Virtual Communities

摘要

This exploratory research proposes to examine reasons, emotions and practices of the value co-destruction in the virtual community. A qualitative exploratory study using the netnography method combined with the critical incidents technique was conducted. The results clarify, firstly, that the corporate misbehavior, the unfairness of the firm and the failure of the consumer experience are the main reasons of the value co-destruction, and secondly, that many emotions for example anger and feelings of betrayal can conduct to negative consumer practices. These practices can destroy the value in the virtual community. We mainly cite the boycott of the brand, the vengeance of Internet users, and the reduction of patronage in particular the comparison with other competing brands.