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:: Volume 20, Issue 4 (1-2026) ::
2026, 20(4): 164-164 Back to browse issues page
The Relationship between Moral Values and Value Co-Production in Football Club Consumers: The Moderating Role of Cognitive Engagement
Mohammed Riyadh Hamza1 , Seyyed Mohammad Kashef2 , Mohsen Behnam3
1- 1. Ph.D. Student in Physical Education Sports Management, Department of Movement Behavior and Sports Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.
2- Department of Movement Behavior and Sports Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran. , kashef.smohammad@gmail.com
3- department of Movement Behavior and Sports Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran.
Abstract:   (8 Views)
Background: Co-production enhances the sense of ownership and participation among customers and leads to value co-creation that is appropriate to their specific needs and preferences. The aim of the present study is to investigate the moderating role of cognitive engagement of football club consumers on the relationship between moral values ​​and value co-production.
Method: The method of the present study is descriptive-correlational. The statistical population of the study was Iraqi sports club customers, of which 411 people were selected as samples using the stratified sampling method. The value co-creation questionnaires of Yes and Gang (2013) and ethical values ​​and cognitive engagement of Holbeek et al. (2014) were used. Structural equation modeling and SPSS version 18 and PLS version 4 software were used to analyze the data.
Results: The results showed that ethical values ​​have a significant relationship with value co-creation. In addition, cognitive engagement has a moderating role on the relationship between ethical values ​​and value co-creation.
Conclusion: The present study highlighted those ethical values ​​play an important role in co-creation and co-creation, which leads to the perception of value in the use of sports services by consumers.

 
Keywords: Value Co-Creation, Co-Creation, Ethical Values, Cognitive Engagement
Full-Text [PDF 1261 kb]   (7 Downloads)    
Type of Study: Research | Subject: Special
Received: 2025/05/9 | Accepted: 2025/07/20 | Published: 2026/01/30
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Riyadh Hamza M, Kashef S M, Behnam M. The Relationship between Moral Values and Value Co-Production in Football Club Consumers: The Moderating Role of Cognitive Engagement. Ethics in Science and Technology 2026; 20 (4) :164-164
URL: http://ethicsjournal.ir/article-1-3453-en.html
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Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 20, Issue 4 (1-2026) Back to browse issues page
فصلنامه اخلاق در علوم و فناوری Ethics in Science and Technology
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