Co-creation with consumers is increasingly attracting the interest of researchers and practitioners nowadays. However, there is still lack of research on the impact of industry context on co-creation activities design and effectiveness and on the typology of consumers more willingness to participate. In this thesis, we outline the differences between users’ preferred co-creation tools, motivators and inhibitors to co-creation for different consumer typologies, by examining co-creation for three different products: MP3 player, Fitness tracker and 3D Printing. Our results demonstrate that learning benefits have positive impact on joining co-creation for the tailored co-creators and ordinary users; however its extent is different between these groups of consumers. Furthermore, we observed that market mavens and consumers high in emergent nature are the only co-creator segment who can be stimulated to join co-creation activities by all the motivations utilized in our study. The most important finding of this thesis is the inhibitors effects on co-creators. While lead users and innovators tend to not be influenced on risk of discredit and energy inhibitors for joining co-creation, ordinary users are prone to get demotivated joining co-creation when these inhibitors arise. We believe that the results presented in this research can help marketing managers to design better co-creation activities which would be easier embraced by consumers.
La co-creazione con i consumatori è sempre più attirando l'interesse di ricercatori e professionisti al giorno d'oggi. Tuttavia, vi è ancora la mancanza di ricerca sull'impatto del contesto del settore su attività di co-creazione di design e l'efficacia e sulla tipologia di consumatori più disponibilità a partecipare. In questa tesi, si delineano le differenze tra preferite strumenti di co-creazione, motivatori e gli inibitori di co-creazione per diverse tipologie di consumatori, per l'esame di co-creazione di tre diversi prodotti per gli utenti: lettore MP3, inseguitore fitness e stampa 3D. I nostri risultati dimostrano che i benefici di apprendimento hanno un impatto positivo sulla unirsi co-creazione per i co-creatori su misura e gli utenti ordinari; tuttavia la sua estensione è differente fra questi gruppi di consumatori. Inoltre, abbiamo osservato che esperti di mercato ei consumatori ad alto contenuto di natura emergenti sono l'unico segmento co-creatore che può essere stimolato a partecipare alle attività di co-creazione, da tutte le motivazioni utilizzate nel nostro studio. Il risultato più importante di questa tesi sono gli effetti inibitori sulla co-creatori. Mentre gli utenti di piombo e gli innovatori tendono a non essere influenzato sul rischio di screditare e di energia inibitori per l'adesione co-creazione, gli utenti ordinari sono inclini a ottenere demotivati entrare co-creazione quando si presentano questi inibitori. Crediamo che i risultati presentati in questa ricerca possono aiutare i manager di marketing per progettare meglio le attività di co-creazione che sarà più facile abbracciate dai consumatori.
What motivators and inhibitors to co-creation are deemed important for tailored co-creators ? Study of consumer characteristics on co-creation for three different products
ZARE BIDAKI, SHAHABEDDIN
2014/2015
Abstract
Co-creation with consumers is increasingly attracting the interest of researchers and practitioners nowadays. However, there is still lack of research on the impact of industry context on co-creation activities design and effectiveness and on the typology of consumers more willingness to participate. In this thesis, we outline the differences between users’ preferred co-creation tools, motivators and inhibitors to co-creation for different consumer typologies, by examining co-creation for three different products: MP3 player, Fitness tracker and 3D Printing. Our results demonstrate that learning benefits have positive impact on joining co-creation for the tailored co-creators and ordinary users; however its extent is different between these groups of consumers. Furthermore, we observed that market mavens and consumers high in emergent nature are the only co-creator segment who can be stimulated to join co-creation activities by all the motivations utilized in our study. The most important finding of this thesis is the inhibitors effects on co-creators. While lead users and innovators tend to not be influenced on risk of discredit and energy inhibitors for joining co-creation, ordinary users are prone to get demotivated joining co-creation when these inhibitors arise. We believe that the results presented in this research can help marketing managers to design better co-creation activities which would be easier embraced by consumers.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/108053