Our results reconfirm that co-consuming groups act as agents in the value co-creation process,
as shown in Figure 1. This process, which involves the transformation of resources from providers
to beneficiaries (the flow of resources; see the straight arrow in Figure 1), requires participants to
assume dynamic roles – so that each participant is able to play either provider or beneficiary roles.
There are two main entry points into this process: those of the provider role (more experienced
members) and the beneficiary role (generally less experienced members).