Co-creation in Three Phases: A Moderator of the Experience Value-Satisfaction Relationship (Taylor’s Version)

Abstract

This study examines the relationships among perceived experience value, satisfaction, and artist loyalty within the context of live music events, with attention to the role of co-creation across phases of the concert experience. Grounded in service-dominant logic, the experience economy, and consumer culture theory, co-creation is conceptualized as a multi-phase process consisting of anticipatory, experiential, and reflective dimensions. A quantitative research design was employed using survey data collected from attendees of Taylor Swift’s Eras Tour. Data were analyzed using Partial Least Squares Structural Equation Modeling to assess the measurement and structural models, including direct, mediating, and moderating effects. The results indicate that perceived experience value has a statistically significant effect on satisfaction, which in turn predicts artist loyalty. Satisfaction also mediates the relationship between perceived experience value and artist loyalty, demonstrating its central role in translating experience evaluations into loyalty outcomes. Additionally, the findings suggest that co-creation may operate differently across phases, as evidenced by variations in anticipatory, experiential, and reflective engagement on the relationship between perceived experience value and satisfaction. Although the moderating effects were not statistically significant, these patterns highlight the importance of conceptualizing co-creation as a dynamic, multi-stage process rather than a singular construct. This study contributes to the literature by extending co-creation research into the live events context and integrating CCT to better understand how shared meanings, fan practices, and collective participation shape value creation. Practical implications suggest that event organizers and artists can enhance attendee satisfaction and long-term loyalty by designing holistic, value-driven experiences that support engagement before, during, and after the event.