Co-creation with consumers is increasingly attracting the interest of Companies, as a rich source of innovation and value creation. However, the drivers of consumer’s interest toward co-creation and how they change among different segments are still unclear. This article explores these questions, by investigating the triggers of consumer’s interest in terms of (i) product-related drivers, namely product industry, product knowledge and prior co-creation experience, and (ii) personal motivations and inhibitors. Further, the work investigates the way personality traits of the consumer affect perceived motivations and inhibitors and co-creation tools preference. Findings from 509 participants in a survey study reveal that both personal and product-related drivers affect the interest toward co-creation projects: monetary and personal benefits have a positive impact on co-creation interest as well as prior co-creation experience and high product knowledge. Further, motivations, inhibitors and co-creation tools preferences vary according to the consumer typology. Hence, this work underlines the importance of delivering tangible benefits to attract consumers in co-creation projects and to design the activity according to the consumer typology the firm wants to attract.

Does one tool fit them all? Study of consumers traits influence on preferred tools, motivations and inhibitors to co-creation participation

BETTIGA, DEBORA;LAMBERTI, LUCIO
2015-01-01

Abstract

Co-creation with consumers is increasingly attracting the interest of Companies, as a rich source of innovation and value creation. However, the drivers of consumer’s interest toward co-creation and how they change among different segments are still unclear. This article explores these questions, by investigating the triggers of consumer’s interest in terms of (i) product-related drivers, namely product industry, product knowledge and prior co-creation experience, and (ii) personal motivations and inhibitors. Further, the work investigates the way personality traits of the consumer affect perceived motivations and inhibitors and co-creation tools preference. Findings from 509 participants in a survey study reveal that both personal and product-related drivers affect the interest toward co-creation projects: monetary and personal benefits have a positive impact on co-creation interest as well as prior co-creation experience and high product knowledge. Further, motivations, inhibitors and co-creation tools preferences vary according to the consumer typology. Hence, this work underlines the importance of delivering tangible benefits to attract consumers in co-creation projects and to design the activity according to the consumer typology the firm wants to attract.
2015
Competitività della piccola e media impresa nelle reti globali
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1031338
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