Antecedents and consequences of prosumption in GenZ: Vietnam case

Prosumption has been a proactive way to enhance consumer-brand interactions and create greater loyalty, brand engagement, and happy experiences. Building on the self-determination theory, our study suggested the proposed framework consisting of critical determinants and relevant outcomes of prosumer behaviours. Data was collected from online service brands, and structural equation modelling was applied for statistical analysis. The results illustrate that prosumption is positively guided by intrinsic and extrinsic drivers. The intrinsic reasons, including curiosity, self-actualisation, and leisure explicitly urge users to engage in prosumption activities. Along with these findings, the extrinsic motivations consisting of financial motivation, social recognition, and the desire to belong to a community well explain the underlying factors driving prosumer behaviours. The exploratory research also emphasises the causal associations between prosumer behaviours and brand loyalty, brand attachment, and transcendent customer experiences. The paper contributes to the prosumption literature and comprehensively supports managers in developing effective strategies for better matching customers' needs and providing a more personalised self-service experience. Limitations and future research directions are also discussed in this article.