LAUSR

Purpose This study examines how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how outcome quality moderates this relationship under different conditions. Design/methodology/approach The proposed hypotheses were tested using a self-reporting questionnaire-based survey and two experimental designs. Data analysis entailed hierarchical multiple regression analysis, a simple slope test, and a two-way ANOVA. Findings Three component studies assessed boundary conditions for the positive effects of the degree of value co-creation on customers’ evaluations of new services. Studies 1 and 2 indicated that unequivocal high-quality outcomes amplified positive effects, which were reversed by unequivocal low-quality outcomes. Study 3 demonstrated that in Chinese contexts of ambiguous outcomes, the relationship between the degree of co-creation and new service evaluation was positively mediated by self-integration in private contexts and negatively med...