TY - JOUR
T1 - An empirical examination of consumer co-creation process
AU - Lee, Kyungwon
AU - Uslay, Can
AU - Yeniyurt, Sengun
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.
PY - 2022
Y1 - 2022
N2 - Consumers increasingly collaborate with the company and other consumers across various phases of firm’s new product development (pre-launch activities through ideation, design, and testing) and after-launch marketing process (post-launch activities through promotion, pricing distribution, and maintenance). The purpose of this study is to examine factors influencing consumer participation in firm’s pre- and post-launch co-creation. We propose that company-led efforts through enhanced knowledge sharing with consumers and perceived equity lead to effective dialogical interactions between company and consumers and among consumers, leading to a higher level of consumer participation in both pre- and post-launch co-creation. The proposed model is empirically tested by structural equation modeling using survey data from online video game players, a context rich in consumer co-creation. We find that consumer-to-consumer interaction enhances consumer participation in both pre-launch and post-launch, while business-to-consumer interaction enhances consumer participation only in pre-launch but not in post-launch.
AB - Consumers increasingly collaborate with the company and other consumers across various phases of firm’s new product development (pre-launch activities through ideation, design, and testing) and after-launch marketing process (post-launch activities through promotion, pricing distribution, and maintenance). The purpose of this study is to examine factors influencing consumer participation in firm’s pre- and post-launch co-creation. We propose that company-led efforts through enhanced knowledge sharing with consumers and perceived equity lead to effective dialogical interactions between company and consumers and among consumers, leading to a higher level of consumer participation in both pre- and post-launch co-creation. The proposed model is empirically tested by structural equation modeling using survey data from online video game players, a context rich in consumer co-creation. We find that consumer-to-consumer interaction enhances consumer participation in both pre-launch and post-launch, while business-to-consumer interaction enhances consumer participation only in pre-launch but not in post-launch.
KW - Business-to-consumer interaction
KW - Consumer co-creation
KW - Consumer-to-consumer interaction
KW - Post-launch co-creation
KW - Pre-launch co-creation
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U2 - 10.1007/s11002-022-09638-3
DO - 10.1007/s11002-022-09638-3
M3 - Article
AN - SCOPUS:85133456293
SN - 0923-0645
JO - Marketing Letters
JF - Marketing Letters
ER -