U&G Model As an Antecedent to Ascertain Consumer Level of Participation in Online Value Cocreation

Consumer participation level is an important concept that helps to identify the different stages of customer involvement and serve as a basis to discover the roles played during the value creation activity. In this study, a fuzzy logic approach was used to determine participation level in online value co-creation. Considering the Uses and Gratification (U& G) model as antecedents, linguistic variables were obtained, and 48 fuzzy logic rules were formulated. The output from the fuzzy logic system provided the level of participation of the consumer.