Co-creation with consumers is increasingly attracting the interest of companies, as a rich source of innovation and value generation. However, the triggers of consumer’s interest toward co-creation and how they change among different consumer segments are still unclear. This article explores this issue, by investigating (i) the product-related drivers of interest, namely the product typology, product knowledge and prior co-creation experience and (ii) the consumer-related drivers of interest, namely motivations and inhibitors to co-create. The work further investigates if motivations and inhibitors as well as the preference toward a co-creation tool change among different consumer segments. Findings from 509 participants in a survey study reveal that both personal and product-related drivers affect the interest toward co-creation projects: specifically, monetary and personal benefits have the greatest influence on co-creation interest as well as prior co-creation experience and deep product knowledge. Further, motivations, inhibitors, and co-creation tools preference vary according to the consumer segment. 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 design fit them all? Study of drivers of co-creation interest along different consumer segments

Bettiga, Debora;Lamberti, Lucio
2019-01-01

Abstract

Co-creation with consumers is increasingly attracting the interest of companies, as a rich source of innovation and value generation. However, the triggers of consumer’s interest toward co-creation and how they change among different consumer segments are still unclear. This article explores this issue, by investigating (i) the product-related drivers of interest, namely the product typology, product knowledge and prior co-creation experience and (ii) the consumer-related drivers of interest, namely motivations and inhibitors to co-create. The work further investigates if motivations and inhibitors as well as the preference toward a co-creation tool change among different consumer segments. Findings from 509 participants in a survey study reveal that both personal and product-related drivers affect the interest toward co-creation projects: specifically, monetary and personal benefits have the greatest influence on co-creation interest as well as prior co-creation experience and deep product knowledge. Further, motivations, inhibitors, and co-creation tools preference vary according to the consumer segment. 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.
2019
Co-creation interest; co-creation tools; consumer segments; drivers of co-creation; motivations and inhibitors; Strategy and Management1409 Tourism, Leisure and Hospitality Management; Marketing
File in questo prodotto:
File Dimensione Formato  
post-print.pdf

Open Access dal 25/10/2019

: Post-Print (DRAFT o Author’s Accepted Manuscript-AAM)
Dimensione 632.65 kB
Formato Adobe PDF
632.65 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1053928
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 11
  • ???jsp.display-item.citation.isi??? 8
social impact