Exploring consumers' motivations to engage in innovation through co-creation activities

• Autores: Deborah Roberts, Mathew Hughes, Kia Kertbo
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 48, Nº. 1-2, 2014, págs. 147-169
• Idioma: inglés
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• Resumen

  • Purpose � This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical explanations as to why this might be the case.

    Design/methodology/approach � Adopting an exploratory research design, the study consists of a series of online interviews with participants in the gaming and video games industry.

    Findings � Motivations appear to differ across types of co-creation efforts. Innovating independently of the firm appears to be driven by egocentric motives; innovating as part of a community appears to be driven by altruistic motives; and innovating directly in collaboration with the firm appears to be driven by opportunity- (or goal-)related motives.

    Practical implications � Understanding the factors that motivate consumers to engage in co-creation activities enables firms to strategically manage their co-creation relationships and innovation processes.

    Originality/value � The study shows that although motivations diverge across types of co-creation activities, a set of common motivators exist that underpin engagement regardless of the form of co-creation. However, these overarching motivators differ in how they can be successfully used towards co-creation. The study draws on theories of extrinsic and intrinsic motivation, tension-reducing, self-efficacy and expectancy theories, to explain why differences persist. This enables researchers to consider how value might be optimised across varying forms of co-creation, and build better studies into the management and performance implications of consumer value co-creation.

    - See more at: http://www.emeraldinsight.com.ezxy.ie.edu/journals.htm?issn=0309-0566&volume=48&issue=1/2&articleid=17106012&show=abstract#sthash.T1TstCbX.dpuf