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

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.