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

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…