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Exploring consumers' motivations to engage in innovation through co-creation activities
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 explanat...
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| Format: | Default Article |
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2014
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| Online Access: | https://hdl.handle.net/2134/26356 |
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| _version_ | 1822544044914376704 |
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| author | Deborah Roberts Mathew Hughes Kia Kertbo |
| author_facet | Deborah Roberts Mathew Hughes Kia Kertbo |
| author_sort | Deborah Roberts (7198544) |
| collection | Figshare |
| description | 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. |
| format | Default Article |
| id | rr-article-9504680 |
| institution | Loughborough University |
| publishDate | 2014 |
| record_format | Figshare |
| spelling | rr-article-95046802014-01-01T00:00:00Z Exploring consumers' motivations to engage in innovation through co-creation activities Deborah Roberts (7198544) Mathew Hughes (2612836) Kia Kertbo (7199918) Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified 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. 2014-01-01T00:00:00Z Text Journal contribution 2134/26356 https://figshare.com/articles/journal_contribution/Exploring_consumers_motivations_to_engage_in_innovation_through_co-creation_activities/9504680 CC BY-NC-ND 4.0 |
| spellingShingle | Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified Deborah Roberts Mathew Hughes Kia Kertbo Exploring consumers' motivations to engage in innovation through co-creation activities |
| title | Exploring consumers' motivations to engage in innovation through co-creation activities |
| title_full | Exploring consumers' motivations to engage in innovation through co-creation activities |
| title_fullStr | Exploring consumers' motivations to engage in innovation through co-creation activities |
| title_full_unstemmed | Exploring consumers' motivations to engage in innovation through co-creation activities |
| title_short | Exploring consumers' motivations to engage in innovation through co-creation activities |
| title_sort | exploring consumers' motivations to engage in innovation through co-creation activities |
| topic | Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/26356 |