Refining Virtual Co-Creation from a Consumer Perspective

By: Material type: ArticleArticleLanguage: ENG Series: ; 52Publication details: Winter 2010 0Edition: 2Description: 98-122 PpSubject(s): DDC classification:
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Online resources: Summary: The article focuses on virtual co-creation projects and the role of consumers in new product development. The influence of customers' personalities, motivations, and expectations on their decisions to participate in virtual co-creation projects is discussed. The interaction of consumers and organizations during virtual co-creation is explored through social exchange theory. A framework for virtual co-creation research is noted. The effects of extrinsic and intrinsic motivation on participants' expectations for outcomes associated with a project are mentioned. The characteristics of reward-oriented, curiosity-driven, need-driven participants are noted.
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Articles Articles Main Library Fil (Browse shelf(Opens below)) Available AR11674

The article focuses on virtual co-creation projects and the role of consumers in new product development. The influence of customers' personalities, motivations, and expectations on their decisions to participate in virtual co-creation projects is discussed. The interaction of consumers and organizations during virtual co-creation is explored through social exchange theory. A framework for virtual co-creation research is noted. The effects of extrinsic and intrinsic motivation on participants' expectations for outcomes associated with a project are mentioned. The characteristics of reward-oriented, curiosity-driven, need-driven participants are noted.

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