Co-Creating Well-Being and Health Options Using Internet Technologies

Abstract

This research explores the emergence of community oriented technology supported ecosystems of value creation and co-creation interactions, to devise and utilise opportunities for safe physical activity during lockdown periods. Qualitative data coding and analysis methods were deployed to investigate, from a value co-creation perspective, customer experiences in using online fitness classes organised by community fitness instructors. The adoption of the technological solutions to deliver online fitness classes was explored by applying the Technology-Organization-Environment (TOE) framework. The analysis of the data gathered from social media sites showed that most of the participants in the online classes found the service very valuable, and actively contributed to the development of the fitness service delivery model with suggestions and comments. The main causes of value destruction were poor Internet connectivity and technical problems with computer devices. Fitness providers adopted live stream and video conferencing tools, with Zoom emerging as the preferred platform for online session support. The study found that the global pandemic crisis had accelerated the adoption of already existing technologies to promote physical activity to the larger community when face-to-face participation was hampered or untenable. It also highlighted the importance of offering a service experience comparable to face-to-face fitness sessions through more advanced technology solutions.