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After an extensive literature review, this study organizes a hybrid expert-based DANP model based on the applications of multi-criteria decision making (MCDM) tools, such as decision-making trial and evaluation laboratory (DEMATEL)-based analytical network process (ANP), for investigating the iterative and dynamic nature of customer\u2019s engagement and value co-creation behavior in the key bicycle industry in Taiwan. In the empirical study of analysis, the use and gratification framework of prior studies is validated on concerning the dynamic value co-creation behavior in bicycling VCEs and yields the following empirical results: (1) Tribal behavior drives the pursuit of realized benefits through VCE engagement and affects the related participation and citizenship behaviors in turn; (2) recognize the importance of social influences toward personal commitment and engagement of bicycling activities and related VCEs; and (3) four broad types of interaction-based benefits derived from engagement in VCEs include cognitive, social integrative, personal integrative, and hedonic benefits. The major research findings on theoretical implications and managerial implications provide helpful insights on marketing of Taiwan\u2019s bicycle industry.<\/jats:p>","DOI":"10.1186\/s13673-015-0028-z","type":"journal-article","created":{"date-parts":[[2015,4,16]],"date-time":"2015-04-16T13:49:17Z","timestamp":1429192157000},"update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["Identifying the value co-creation behavior of virtual customer environments using a hybrid expert-based DANP model in the bicycle industry"],"prefix":"10.1186","volume":"5","author":[{"given":"Huan-Ming","family":"Chuang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"You-Shyang","family":"Chen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2015,4,17]]},"reference":[{"issue":"1","key":"28_CR1","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1509\/jmkg.68.1.1.24036","volume":"68","author":"SL Vargo","year":"2004","unstructured":"Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. 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