Empowering Digital Information Consumers: The Effects Of Self-Efficacy, Optimum Stimulation Level And Perceived Interactivity On Value In Use

Abstract

Service-dominant logic suggests that consumers are always co-creators of value, and that consumer value is determined not only at the point of purchase of a good or service, but also as the product is used or consumed. Further, consumers’ own operant resources, such as their skills or motivations can help augment this value in use.