The effect of the industry on consumers' motivations to cocreate : an exploratory analysis

In general, this research is focused on the comparison of motives and consumer engagement in co-creation of value between low and high involvement products in first stage of new product development. Hence, in the very beginning of this paper, there are the definition, phases and process of co-creation of value. Then, the classification of different consumer segments regarding to their characteristic and behavior toward co-creation. Then, investigate the causes of each segment for collaborating in such activity. Also, the definition and specification of high & low involvement products. Lastly, answer to these questions that what are the impact of product essence (low & high involvement) on motivation of different segments toward co-creation process at first stage of new product development. To be more precise, compare the influences of high and low involvement product on main four consumer segments such as Lead Users, Market Mavens, Innovators and Emergent Consumers (Hoyer et al. 2010) and their incentives such as Need, Reward, Intrinsic and Curiosity (Füller 2010). Hence, the products have been chosen based on the concept of high & low involvement. For instance, cookies and backpack respectively. Backpack (high involvement) and cookies (low involvement). Consequently, the conceptualized model has been proposed to demonstrate the relation of motives and consumer segments with two type of products. The methodology which has been adopted for this research is based on consumer’s opinion through the online questionnaire and in-depth interview. In fact, the data which is extracted from this method used to validate the proposed model. In conclusion, the results illustrate that the essence of product is an important factor which have direct impact on behavior of consumer toward co-creation process to engage or not. And also, it has a direct relation with characteristic of each segment and their motives who have willing to co-create. For example, on one hand high involvement is process with left side of brain which is more cognitive and the interesting point is that the consumer with the same behavior such as lead user and market maven are more attracted to engage in this category base on more verbal and cognitive motives such as need and reward. On the other hand the low involvement process with right side of brain and the same type of motives which are more noncognetive such as intrinsic and curiosity which actuate the certain kind of consumers who are more process with right side of brain like innovators and emergent consumer to engage.