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

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journal contribution
posted on 2017-09-04, 13:46 authored by Deborah Roberts, Mathew Hughes, Kia Kertbo
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.

History

School

  • Business and Economics

Department

  • Business

Published in

European Journal of Marketing

Volume

48

Issue

1

Pages

147 - 169

Citation

ROBERTS, D., HUGHES, M. and KERTBO, K., 2014. Exploring consumers' motivations to engage in innovation through co-creation activities. European Journal of Marketing, 48 (1), pp.147-169.

Publisher

© Emerald

Version

  • AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2014

ISSN

0309-0566

Language

  • en

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