Co-creation of Value for IT-Enabled Services: A Case of Geocaching

This study explores how value is co-created in one particular IT-enabled service, geocaching. Consumer Information Systems (CIS) framework is used as a sensitizing framework to study experienced geocachers' (n=14) perceptions of what they value in geocaching. The following core values emerged that motivate people to co-create value in geocaching: challenging oneself and others, joy of success, learning, and social relations. The results reveal that geocaching is distinctively hedonic in nature, as people pursue happiness and utility via geocaching. Even support for the geocaching community was motivated by such values. In addition, the results reveal that the environment of geocaching and searching for and finding geocaches are the most important motivators for geocachers. Future research directions are offered and the study is evaluated.