關鍵字 價值共創、人工智慧、感知價值、行為意圖、共創動機;Purpose – This study investigates how different value co-creator types (artificial intelligence， human staff from for-profit organizations， and human staff from nonprofit organizations) influence consumers’ perceived value and behavioral intentions. It further examines the mediating role of perceived value and the moderating effect of consumers′ co-production motivation.
Design/methodology/approach – A scenario-based experiment was conducted within a service co-creation context， collecting data from 731 adult consumers in the United States. The study tested a moderated mediation model and complemented the quantitative findings with a qualitative thematic analysis of open-ended responses.
Findings – Human co-creators， regardless of organizational profit status， generate significantly higher multidimensional perceived value (functional value of price/quality， emotional value， and self-expressive value) compared to AI. Perceived value fully mediates the relationship between co-creator type and consumer behavioral intentions. Also， emotional value consistently keeps behavioral intentions even among highly efficiency-seeking consumers. Qualitative findings reveal that consumers continuously weigh the benefits of co-creation against psychological costs， such as technology anxiety and social pressure.
Originality/value – By integrating the Needs-Supplies Fit Theory into Service-Dominant Logic， this research extends the value co-creation literature. It highlights the irreplaceability of human emotional and intuitive intelligence in AI services and provides actionable guidance for firms to adopt human-AI collaborative models that balance technological precision with interpersonal warmth.
