소비자-기업 가치공동창출활동의 개념화 및 척도개발에 관한 연구 = The Conceptualization and the Practical Application of Consumer-Business Co-creation of Value

다국어 초록 (Multilingual Abstract)

The concept of consumer-business collaboration is gaining importance in information society in which the notion of coexistence is critical. Several reasons could be behind the shift in paradigm from that of competition to that of collaboration between consumers and businesses. First driving force of such change can be found on consumer side. In the information age, consumers could access information that were not available to them before and they are able to modify, produce and share information with other consumers, and such informed consumers become empowered in the market. From business perspective, collaboration is essential element in business success and sustainability. In order to succeed and cope with fast changing market conditions, it is important for businesses to form partnership with consumers and feel the needs of consumers and respond to them in an appropriate and timely manner. What is the specific action plan for consumer-business collaboration? This study suggest that is Consumer-Business co-creation of Value. Consumer-business co-creation of Value is useful not only to businesses but also to consumers in the sense it ultimately contributes to the realization of consumer sovereignty in the market. More specifically, where as the concept of dollar vote, a traditionally discussed means of realizing consumer sovereignty, has been criticized as being a remedial approach to what is already offered in the market, the potential of consumer-business co-creation of value lies in the possibility that consumers` needs and preferences can be communicated to businesses before the actual production happens, and thus making the distribution of social resources more ideal and effective by consumers. This paper propose to do the followings. First, I proposed to conceptualize ``Consumer-Business co-creation of value`` from consumer study`s point of view. Secondly, I proposed to develope the scale for consumer-business co-creation of value. I suggested the scale for co-creation value contents and the other being performance. In order to define consumer-business co-creation of value, it may be useful to take study the previous studies of co-creation into consideration. Great attention has been paid to the question of co-creation of value since 1979. However no one conceptualized the definition of consumer-business co-creation of value. Just Wikstrom(1996), Prahalad and Ramaswamy(2000, 2004), Vargo and Lusche(2004, 2006, 2008). Payne et al. (2008) had a comprehensive survey of consumer-business co-creation of value from both consumer and business perspectives. From these previous studies. I have extracted several ideas in order to conceptualize the consumer-business co-creation of value. They are consumer value creation process, business value creation process, the value to be able to co-create. In the Following, I tried to show the definition of Consumer-Business co-creation of value with regard to its significance to consumer, business, and market. Consumer-Business Co-creation of Vale can be explained through three processes. First, through experience, consumers discover new or additional values they desire in products. Then, business selectively choose and study certain values discovered by consumers in order to improve their products. Once the business proposes improved products which reflect the consumer`s ideas, consumers will likely choose to consume those products. Within this three-step process, consumer-business co-operate, and eventually exercise consumer-business co-creation of value activities. The fact that consumer sovereignty can realize before dollar-vote in the market is meaningful to consumer. From Business perspective, they can continue to exist through consumer dollar-vote. Last, if this process should happen everyday, the distribution of social resources will make more ideal. I focused more closely on developing the scale for measuring consumer-business co-creation of value, and to examining the real condition of consumer-business co-creation of value in Korea with respect to ongoing activity and perceived importance. Consumer-business co-creation of value can be measured two sides with one being value contents and the other being performance. The final value contents is composed of product attribute value, buying value, usage value, AS value, disposing value and can be dimensionalized by consumer`s problem solving level Consumer offer an opportunity to business to study their experience process. consumer identified problem of product through using process. Next dimension is problem solution suggestion by consumer, and last dimension is new idea suggestion. Performance Method is dimensionalized by two major axes, the subject and the object of consumer-business co-creation of value performance. They were named by consumer pushing way, consumers` interaction way, business pulling way. In order to consumer-business co-creation of value activity, the final Questionnaire with 35 Questions for value contents and 12 Questions for performance method. After the conceptualizing and developing the scales of consumer-business co-creation of value, I conducted the survey to measure the real conditions of consumer-business co-creation of value in Korea and I performed a confirmatory factor analysis in order to validate the scales of measurement.

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