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Purpose The purpose of this paper seeks to develop a motivation-based complementary framework for temporally dynamic user preferences to facilitate optimal timing in web personalisation. It also aims to highlight the benefits of considering user motivation when addressing issues in temporal dynamics. Design/methodology/approach Through theory, a complementary framework and propositions for motivation-based temporal dynamics for further testing are created. The framework is validated by feeding back findings, whereas some of the propositions are validated through an experiment. Findings The suggested framework distinguishes two ways (identifying/learning and shifting) of using a motive-based approach to temporal dynamics in web personalisation. The suggested outcomes include enhanced timing in matching current preferences and improved conversion. Validation measures predominantly support both the framework and the tested propositions. The theoretical basis for the approach paves a path towards refined psychological user models; however, currently on a complementary level. Research limitations/implications While the framework is validated through feeding back findings, and some of the propositions are validated through basic experimentation, further empirical testing is required. Practical implications A generalised approach for complementing personalisation procedures with motivation-based temporal dynamics is offered, with implications for both user modelling and preference matching. Originality/value This paper offers novel insights to web personalisation by considering the in-depth effects of user motivation.

Purpose This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted to examine vulnerable consumers’ participation in an online support group for weight management. The Linguistic Inquiry Word Count (LIWC) program was used, and additionally data were coded using open coding. A hybrid approach to data analysis was undertaken using inductive and deductive methods. Findings The findings suggest online social support groups can be used as an online “third place” to support vulnerable consumers, with vulnerable groups engaging with the online support group differently than those in the normal weight group. Social support was also found to be bi-directional in nature. Research limitations/implications This study only investigates one online support group. To gain deeper insights, other support groups should be examined over a longer period. Practical implications This paper demonstrates that transformative services have the hidden capacity to optimize their services to enable vulnerable consumers to co-create social support in a safe place, thus providing a non-judgmental environment with the end goal of improving their health and well-being. Social implications Findings reveal how services can enable marginalization and stigmatization to be overcome and inspire social action through the use of online support groups. Originality/value This research is unique in that it used a netnography approach to examine how vulnerable consumers interact in an online service setting, reducing self-report bias and allowing for a natural research setting, thus allowing a unique understanding of how vulnerable consumers experience and enact social support.

PurposeThis study aims to understand how online weight loss services could help customers achieve a durable change. The particular focus is on exploring the roles of value co-creation and well-being outcomes in reinforcing the transformative value potential, which is argued to be realized as customers’ intentions to continue a healthier lifestyle after the service period has ended.Design/methodology/approachData was collected from the participants of an online weight loss service (n = 498), and a conceptual research model was tested using structural equation modelling.FindingsThe results imply that compliance with the guidelines and social support are two value co-creation activities that can influence the well-being outcomes of transformative services (i.e. perceived behavioral control and satisfaction with one’s achievements). These well-being outcomes help attain the transformative value potential of online weight loss services. However, the actual weight loss affected the transformative value potential only through customers’ satisfaction with their achievements as a subjective well-being outcome.Originality/valueThis study provides insight into the transformative value potential of services in the weight loss context. This study contributes to the transformative service research by focusing on the role of online services in reinforcing a durable change through the co-creation of value and improvements in customers’ well-being.

Purpose: Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services. Design/methodology/approach: This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users. Findings: Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value. Research limitations/implications: The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery. Practical implications: By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being. Originality/value: This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created. peerReviewed

PurposeThis paper aims to enhance the current understanding of digital self-services (computerized cognitive behavioral therapy [cCBT]) and how they could be better incorporated into integrated mental health care from the physician’s perspective. Service marketing and information systems literature are combined in the context of mental health-care delivery.Design/methodology/approachAn online survey of 412 Finnish physicians was undertaken to understand physicians’ acceptance of cCBT. The study applies thematic analysis and structural equation modeling to answer its research questions.FindingsAdopting a service marketing perspective helps understand how digital self-services can be incorporated in health-care delivery. The findings suggest that value creation within this context should be seen as an intertwined process where value co-creation and self-creation should occur seamlessly at different stages. Furthermore, the usefulness of having a value self-creation supervisor was identified. These value creation logic changes should be understood and enabled to incorporate digital self-services into integrated mental health-care delivery.Research limitations/implicationsBecause health-care systems vary across countries, strengthening understanding through exploring different contexts is crucial.Practical implicationsAssistance should be provided to physicians to enable better understanding of the application and suitability of digital self-service as a treatment option (such as cCBT) within their profession. Additionally, supportive facilitating conditions should be created to incorporate them as part of integrated care chain.Social implicationsDigital self-services have the potential to serve goals beyond routine activities in a health-care setting.Originality/valueThis study demonstrates the relevance of service theories within the health-care context and improves understanding of value creation in digital self-services. It also offers a profound depiction of the barriers to acceptance.