Value co-creation (VCC) continues to gain traction as a marketing concept in several service contexts. Given the limited understanding of how the VCC process translates into customers' actual behavior, VCC behavior (VCCB) describes the involvement of customers in the VCC process and includes active behavior during physical, virtual, and mental processes. Extant research on co-creation unveils the antecedents and consequences of VCCB; however, no single study has assimilated the various factors that interplay in the actual co-creation process. This systematic literature review of 136 research papers published from 2004 to June 2023, obtained from the Web of Science database, provides an overview of the existing empirical studies on VCCB. We used the established integrated theories, contexts, and methods-antecedents, decisions, and outcomes (TCM-ADO) framework and identified the important TCM used in the VCCB research. This review further identified 88 distinct antecedents classified into seven broad categories, decisions, and outcomes of VCCB. Additionally, we synthesized the mediators, moderators, and control variables used in extant studies. The review-based research findings demonstrate future research directions for each dimension of the TCM-ADO framework. The research questions presented in this study are set as a future research agenda to further comprehend the nuances of the VCCB that will help service firms implement the VCC process to its full potential.

中文翻译：

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价值共创行为的动态：系统回顾和未来研究议程

价值共创（VCC）作为一种营销概念在多种服务环境中继续受到关注。鉴于对 VCC 流程如何转化为客户实际行为的理解有限，VCC 行为 (VCCB) 描述了客户参与 VCC 流程的情况，包括物理、虚拟和心理过程中的主动行为。现有的共同创造研究揭示了 VCCB 的前因和后果；然而，没有一项研究能够吸收在实际共同创造过程中相互作用的各种因素。这篇系统文献综述从 Web of Science 数据库中获取，对 2004 年至 2023 年 6 月发表的 136 篇研究论文进行了综述，概述了 VCCB 的现有实证研究。我们使用已建立的综合理论、背景和方法 - 前因、决策和结果 (TCM-ADO) 框架，并确定了 VCCB 研究中使用的重要 TCM。本次审查进一步确定了 88 个不同的前因，分为 VCCB 的七大类、决策和结果。此外，我们还综合了现有研究中使用的中介变量、调节变量和控制变量。基于综述的研究结果展示了 TCM-ADO 框架各个维度的未来研究方向。本研究中提出的研究问题被设定为未来的研究议程，以进一步理解 VCCB 的细微差别，从而帮助服务公司充分发挥 VCC 流程的潜力。