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International audience; French equestrian is mainly organized around professional structures such as riding schools or livery stables. Faced with a decrease in the number of federal memberships and with sanitary issues, the French equine industry is interested in people who organize themselves to take care of their equine outside professional structures. Like in other sport sectors, practices in autonomy and outdoors are developing especially during the current pandemic. The services offered by professionals seem to have difficulties to adapt to a changing demand. In this context, this research focuses on equine users’ characterization and behavior concerning management and practices and on the value creation between individuals or with professionals. The analysis relies on semi-structured interviews conducted among 30 equine users between 17 to 68 years of age, in various regions. The results highlight the key factors to leave professionals’ structures and self-organize, such as buying a horse or having resources. The main reasons for self-organization are the gain of autonomy, the desire to deepen the relationship with the equine and a dissatisfaction towards the management or well-being of equine in professional stables. Moreover, professional centers are seen as a place to learn to ride and not to learn equine management. This study also shows the lack of services concerning trusty equine sitters, infrastructure’s access, and a need for knowledge about pastures’ agricultural management. These first research elements lead towards the possibility of value creation in partnership with local farmers' networks to help the development of local territories and promote equine green asset values. However, groups of individuals could also help each other to mutualize infrastructures or transportation. From a managerial perspective, the results invite to adapt the service offer to the self-organized equine users. Through co-creation, consumers and professionals would value services that are difficult to access depending on the living areas. This diversification of the professional services market could allow institutions such as the equestrian sports federation to bring back consumers to increase technical and managerial skills.

National audience

International audience; Dans le contexte actuel de développement des pratiques ludo-sportives, de nombreux individus quittent les clubs sportifs pour s'auto-organiser (Chillet, 2019) ou pour s'organiser avec d'autres consommateurs (Heinonen et al., 2019). Ainsi, les clubs et les fédérations sportives voient leurs nombres d’adhérents diminuer (Lafabrègue, 2011 ; Eslan et al., 2019). Cette recherche propose d'étudier la littérature sur la co-création de valeur pour (i) comprendre ce qui détermine le choix des consommateurs de participer au processus de production des services ; (ii) caractériser les pratiquants auto-organisés, ce qui permettra ensuite (iii) d'identifier leurs besoins et (iv) de travailler à la création d'une offre adaptée. Nous proposons comme cas d’étude celui de l’équitation.Des recherches antérieures ont montré l'importance grandissante des propriétaires de chevaux "hors structure" (Vial, Aubert, et Perrier-Cornet 2011). Nous définissons la population "hors structure" comme les pratiquants qui gèrent leurs chevaux indépendamment de toute structure équestre professionnelle, qu'ils le fassent seuls ou en groupe. La croissance des activités équestres auto-organisées soulève des questions socio-économiques liées à l'offre de services dont les pratiquants "hors structure" ont ou auraient besoin et au positionnement stratégique des structures professionnelles pour répondre à cette nouvelle demande. Ces objectifs appliqués posent, d'un point de vue théorique, la question des dimensions de la valeur recherchées par ces consommateurs, de la création de valeur et de ses déterminants, en lien avec le choix organisationnel des pratiquants. Les intérêts académiques de cette recherche sont (1) un recoupement de la littérature sur la co-création et sur l'analyse des composantes de la valeur et (2) une contribution conceptuelle sur la co-création de valeur entre consommateurs. A l’aide d’une méthodologie mixte basée sur des enquêtes qualitatives auprès d’usagers équestres auto-organisés et de prestataires de services équestres, ainsi que sur des observations de terrain et une enquête quantitative auprès de pratiquants « hors structure », nous proposons un état des lieux des pratiques libres équestres en France ainsi qu’un panorama de l’offre des services professionnels à disposition de ces usagers. Les premiers résultats soulignent que les choix organisationnels seraient principalement liés aux ressources disponibles (économiques, foncières, matérielles), aux compétences des usagers (aussi bien équestres qu’agricoles), ainsi qu’à l’adéquation avec les valeurs de consommation recherchées. Ainsi, les usagers équestres auto-organisés semblent rechercher une ou plusieurs dimensions de la valeur liée à l’activité équestre qui ne sont pas accessibles ou proposées en centres équestres, et qu’ils ils créent donc de manière autonome ou en groupe (par exemple, valeur éthique liée à la façon dont sont gérés les équidés). Or, au lieu de cette autonomie, souvent forcée, la co-construction avec un réseau de particuliers ou avec des structures professionnelles pourrait se structurer pour répondre à la demande de ces usagers.

International audience; In the context of leisure sports, many people are leaving sporting clubs to self- organize (Chillet 2019), alone or with other consumers (Heinonen, Campbell, and Ferguson 2019). This poses a problem for clubs and sport federations as it leads to a decrease in members’ number (Eslan, Vial, Costa and Rollet 2019). This presentation will review the literature on value co- creation (VCC) / prosumption to understand (i) what determines consumer participation in the produc- tion process and (ii) whether the service offering of a firm using value co-creation could substitute for consumer self-organization. We first present the determinants and consequences of consumer participa- tion in a co-creation process with a business or among consumers. This part highlights the crucial role of value in customer decisions, introducing the value creation process described in the second part. Thirdly, we propose an integrative approach of value co-creation in the choice of service production applied to self-organized activities. Prosumption, the act of consuming and producing, allows con- sumers to personalize their products or services. If this process is carried out in relation with several actors (professionals, consumer groups, organizations or individuals), we speak of value co- creation, with personalization often mainly managed by companies. Leclercq, Hammedi, and Poncin (2016) defines co-creation as “a joint process during which value is reciprocally created for each actor (individu- als, organizations or networks)” to interact and exchange resources. In line with Heinonen, Jaakkola, and Neganova (2018), we posit that C to C co- creation depends on the value inherent in the interaction between the customer and the provider, but also emerging from the interactions between customers. Prior research has shown the importance of motivations for en- gaging in prosumption. Its antecedents are rooted in either the cus- tomer’s buying experience or the decision-making process. Carrying out a project of prosumption requires knowledge, skills, community seeking and time (Wolf, Albinsson, and Becker 2015). Heinonen et al. (2018) show a range of drivers of C to C interactions induced by firms, situations or customers (motivations), these are either for dif- ferent social or personal benefits. Benefits are thus emotional value or reinforcement of affective (i.e., emotional) and network (i.e., so- cial) values for focal clients through the playful and ludic behav- iors of other clients (Kim, Byon, and Baek 2019). In sport, C to C co-creation studies show that the presence of interactions motivates participants, thereby enhancing consumer experience (Kolyperas, Maglaras, and Sparks 2019). Moreover, willingness to participate to future co-creation activities depends on past experience, thus on the consequences of the process influenced by moderators such as trust or demographic determinants. These moderators act either before, during or after VCC process. Furthermore, in line with Aurier, Evrard, and N’Goala (2004), we integrate overall perceived value as a consequence of VCC pro- cess. The sacrifices made and the benefits perceived constitute over- all perceived value. It goes beyond the profit to cost ratio shown by Xie, Bagozzi, and Troye (2008), which is not only an economic benefit or cost. However, if this overall value is in favour of sac- rifice, consumers will turn to outsourcing rather than prosumption. The relationship between value creation and process outcomes then underlines the central role of value in the consumer’s decision to par- ticipate in production, especially under the influence of overall per- ceived value, as some components of value seem more decisive than others in consumer participation. The absence of certain components may lead to the co-creation process being halted. Our position herein is to analyze value creation resulting from consumer interactions and components of this value as preferential judgments. We propose an integrative picture of the different dimensions of value based on Holbrook (2002) and Aurier et al. (2004). The above criteria have thus resulted in a typology that breaks down the value into four main components: instrumental, hedonic, social and spiritual value. We enrich the spiritual value component with holistic value (Lai 1995) which is the perceptual benefits that depends on how compatible or coherent this consumption is perceived by the consumer. Furthermore, we support Medberg and Heinonen (2014) research on the influence of invisible values. These authors consider that value creation emerges either by the companies, in the relation- ship between companies and customers, or by the customer alone. Thus, spiritual value also refers to shared moral value as the adequa- cy between customers’ own moral standards and the standards of the other stakeholder. Corneloup (2016) in climbing activity shows an opposition of practitioners according to their practice style. Califor- nian-style practitioners focused on their relationship with nature and do not wish a more competitive form motivated by quick climbing on an artificial wall. Moreover, responsibility value is defined as the firm’s “practice of responsibility and integrity towards its custom- ers”. Both values relate indirectly to how the companies operate, then they can be integrated as intrinsic others-orientated approach. For heritage value, based on the history of the customer and its rela- tives with the company, we consider it more as social value, as heri- tage exclusively depends on consumption experience of the customer and its relatives. Like the relationship value, defined as a long-term relationship between actors, these values are based specifically on the clients’ own logic. This critical qualitative analysis of VCC literature tries to un- derstand why consumers do engage in VCC with companies or in C to C. The analysis of value components highlights invisible values that may explain why consumers prefer to co-create with others than with firms. Indeed, when consumers do not find all value dimensions they are looking for in the professional structures, then they drop out of professional structures. Future researches should focus on supply and demand adequacy to restructure service offer for companies, and confirm the integrative approach of value in the analysis of consum- ers’ participation to co- creation. Firms have leverage if they take into account the value dimensions in the co- creation process in order to recapture consumers organized in C to C, but also, on a critical perspective, to find out what occurs when consumers are not able to co-create, do not want or see value in the process.

Aim and Research Questions [br/] Adopting a consumer’s behavior marketing approach, the study questions loyalty to a sporting club in the case of horse riding. In a national context of a recent drop in the number of FFE (French Equestrian Federation) members, there is today a need to better understand riders' relationship with their equestrian centre. In the literature, although many researches have focused on loyalty, the context of recreation-related services remains under-investigated. [br/] In this context, this study aims to understand mechanisms of riders’ loyalty to equestrian centres. [br/][br/] Theoretical Background [br/] In line with much research on loyalty (Lichtle, Plichon, 2008), we first hypothesize that satisfaction increases loyalty (H1). Algesheimer et al. (2005) showed that community commitment has a positive effect on loyalty, and that community commitment increases if members are participating in collaborative activities and are willing to correspond to community actions. In the case of horse riding, we note that all riders express a need for "belonging to a community" sharing the same passion (Keaveney, 2008). Consequently, we suppose that community commitment increases satisfaction (H2) and that commitment to friends’ group increases community commitment (H3a) and satisfaction (H3b). Riders look for a relationship with their teacher (Klisch, 2009). We thus hypothesize that affective commitment to the teacher has a positive effect on satisfaction (H4a), on community commitment (H4b), and on loyalty (H4c). We also assume that affective commitment to the teacher increases switching costs (H4d), in line with the positive switching costs highlighted by Lichtle and Plichon (2008). Switching costs are assumed to influence negatively satisfaction (H5a) and loyalty (H5b), as well as alternative offer attractiveness (H6a and H6b) 2 (Lichtle, Plichon, 2008). Finally, we assume age-differentiation in the model (H7), based on Casper and Stellino's work (2008) who confirmed the need for age-related differentiation in sport commitment analysis. [br/][br/] Research Design, Methodology and Data Analysis [br/] First, we conducted a qualitative exploratory study based on semi-structured interviews with 30 riders in various equestrian structures and various areas. Based on these results, we realized an online quantitative survey in France among 630 respondents. These ones are from 15 to 77 years of age, with an over- representation of women (92%) (as in FFE members (83%)), and of higher socio- economic status (39%). Average time of horse riding practice is 12.8 years. Secondly, we measured the constructs of loyalty, satisfaction, switching barriers, affective commitment and community commitment with scales based on 2 to 4 items (through 5 point Likert scales), found in the literature. Exploratory and confirmatory factor analysis, as well structural equation modeling, have been processed with R software. Finally, demographic determinants were chosen according to life cycle, as in Casper and Stellino's work (2008), to test a multigroup model: teenage period 15 to 18 y.o; student or active life entry period 19 to 25 y.o.; young active and family period 26 to 36 y.o.; and 37 y.o. and over when you evolve more sedentary. [br/] [br/] Results and Discussion[br/] The overall model verifies convergent validity (AVE > 0.5 for all constructs), reliability (alpha > 0.7 for all constructs except one equal to 0.66), discriminant validity (AVE> square of the correlations for all constructs), and goodness of fit indices (CFI=0.904; RMSEA=0.069). All hypothesis are validated except H3b. The results highlight that affective commitment to the teacher influences client satisfaction, community commitment, perceived switching costs and loyalty, supporting the major influence of horse-riding teachers on customers’ loyalty to equestrian centres. Turning now to the multigroup analysis, metric invariance is verified (p=0.983) whereas structural invariance is not (p=0.000), confirming the moderating role of age. All statistical properties of the models are verified (details available upon request). Interestingly, one major difference between groups concerns the affective commitment to the teacher, which increases loyalty through satisfaction for all groups, except for experienced riders. For these ones, satisfaction has no effect on loyalty, and commitment to the teacher has a direct effect on loyalty. 3 Theoretically, our results show that the relationship between satisfaction, commitment(s) and loyalty may differ depending on demographic variables. However, further analysis should include other antecedents of commitment, such as perceived value of the centre or position involvement (Bodet, 2012). Marketing implications suggest the key role of the teacher in the relationship with the structure for all market segments. Turning to the young active segment, which corresponds to a critical period for loyalty towards equestrian centres, equestrian centres should use teacher’s influence on community commitment to increase young actives’ loyalty. [br/] [br/] Conclusion[br/] First action levers for equestrian centres begin to emerge, to better retain and satisfy their customers. These levers remain to be deepened and adapted according to riders’ profile. Finally, this analysis based on our model of loyalty in equestrian centre underlines the need to adapt management strategies in marketing and teaching according to recreational riders ’age.