Value Co-creation and Value Co-destruction:Fitness Practices Embedded in Digital Technology
Digital technology has become a key resource in individual fitness practice.Based on the service-dominant logic,this paper uses qualitative research methods to explore how digital technology is embedded in fitness practice,which leads to the dual results of value co-creation and value co-de-struction.It is found that the embedding of digital technology significantly expands the boundary of fitness activities in time and space,and creates the value of fitness experience in multiple dimensions such as functionality,emotion and sociability.Digital technology has effectively promoted the creation of fitness experience value through mechanisms such as empowerment,connection and situational sha-ping.However,the compulsive pressure and exercise addiction brought by digital technology,infor-mation mismatch and behavior deviation,objective restriction and expectation deviation will destroy the value of fitness experience.On this basis,suggestions are made for online fitness service providers and fitness individuals to promote value co-creation and avoid value co-destruction.
digital technologyfitness practicesvalue co-creationvalue co-destructionservice-dominant logic
万方数据
维普
