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- Title
Co-creation in new product development: Which drivers of consumer participation?
- Authors
Mandolfo, Marco; Chen, Shan; Noci, Giuliano
- Abstract
The present study investigates co-creation in new product development by providing a conceptual background in the psychological factors favoring consumer participation in company processes. The work explores the consumers' profiles willing to participate in co-creation, through the identification of their personality traits, key motivations, and barriers. Two product typologies are investigated, namely high-tech and high-touch products through survey research on a sample of Italian consumers. Results from structural equation modeling show that consumers' personality traits affect the perceived motivations and barriers to co-create, in turn shaping their willingness to co-create. Furthermore, consumer willingness to co-create varies depending on the product typology. Under a managerial viewpoint, the research study provides practitioners with keys to design targeted co-creation activities, fitting with the specific product typology and audience, and to devise the most suitable participation incentives to offer.
- Subjects
NEW product development; TOUCH; STRUCTURAL equation modeling; PERSONALITY; PSYCHOLOGICAL factors; PARTICIPATION
- Publication
International Journal of Engineering Business Management, 2020, Vol 12, p1
- ISSN
1847-9790
- Publication type
Article
- DOI
10.1177/1847979020913764