Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company)
Author(s):
Abstract:
Virtual co-creation is a tool which assists marketers in better recognizing customers needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumers value perception of co-creation and how it affects his behavior. Thus, this research intends to analyze the customers value perceptions of virtual co-creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co-creation intention on attitude toward the product. To do so, Shatels voice of the customer website was selected as an example of virtual co-creation and a questionnaire was distributed among 446 customers of this company. Data were analyzed using Structural Equation Modeling and SPSS18 and Amos22 software. Results showed that customers perceived virtual co-creation valuable and self-efficacy had no significant impact on value perceptions of the participants regarding this process. Moreover, according to the findings, co-creation leads to positive attitudes toward the product.
Keywords:
Language:
English
Published:
Iranian Journal of Management Studies, Volume:10 Issue: 1, Winter 2017
Pages:
143 to 174
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