Abstract
The study identifies the factors impacting prosumers’ intention for co-production and future participation. It also investigates the moderating role of digital media usage in the relationship between behavioral intention of prosumers for value co-creation and business benefit of the organization. Based on a literature review of co-creation and related theories and a survey, we developed and tested a conceptual model using the PLS-SEM technique. The study also analyzes the moderating impact of digital media by using multi group analysis. This study has also analyzed the impacts of three control variables (i.e., age, gender, and education) on the behavioral intention of the prosumers for value cocreation by means of mediation analysis. We find that the intention of prosumer for co-production as well as intention of prosumers for future participation influences behavioral intention of prosumers for value cocreation which in turn positively impacts business benefits of the organization. The study also finds that usage of digital media has significant moderating impact on the relationship between behavior intention of prosumers for value co-creation and business benefit of the organization.