공동가치창출 경험이 소비자 태도에 미치는 영향: 소비자 동기의 조절효과를중심으로 = Effects of Consumer Co-creation on Consumer Attitude: Moderating Roles of Consumer Motivation

다국어 초록 (Multilingual Abstract)

Purpose – Many global companies across industries are paying significant attention to co-creation activities, which enable consumers to participate in firms’ value creation process, as a main model of new product development processes. In this study, we aim to examine different types of co-creation activities and their effects on consumer attitudes. We focus on upstream co-creation, downstream co-creation, autonomous co-creation, and sponsored co-creation. Upstream co-creation includes firms’ control and management in the initial stage of new product development and prototype testing. Downstream co-creation indicates that consumers participate in firms-initiative activities at a later stage in new product development, such as public relations and marketing communications. Autonomous co-creation includes consumers’ commitment activities in the absence of firms’ rewards.
However, under the sponsored co-creation, consumers can return monetary and social rewards from firms through their co-creation activities. The hypotheses regarding the effect of co-creation on consumer attitudes are as follows. (H1, H2, H3, H4) Upstream, downward, autonomous, and sponsored co-creation has positive effects on consumer attitude. (H5, H6) As intrinsic motivation increases, the positive effect of upstream and autonomous co-creation increases. (H7, H8) As extrinsic motivation increases, the positive effect of downward and sponsored co-creation increases.
Research design, data, and methodology – To achieve our research goals, we analyzed responses from 246 samples from Korean consumers and verified the proposed hypotheses usinga linear regression model. The samples include Korean consumers who experienced upstream, downstream, autonomous, and sponsored co-creation by firms.
Results – First, both upstream co-creation and downstream co-creation with firms and consumers are found to have positive effects on consumer attitudes. Second, autonomous co-creation and sponsored co-creation are found to positively affect consumer attitudes. Third, consumers’ intrinsic motivation has a fit-effect between upstream co-creation and autonomous co-creation, and their extrinsic motivation has a fit-effect between downstream co-creation and sponsored co-creation. Consumers who have strong intrinsic motivation are affected by upstream co-creation and autonomous co-creation. However, consumers who have strong extrinsic motivation are affected by downstream co-creation and sponsored co-creation.
Conclusion – These results indicate that the fit between consumers’ co-creation participation types and consumers’motivations is a significant factor in determining consumer attitudes. The results of this study imply that various types of consumer participation actually improve consumers’ attitudes toward products and brands. In addition, our study also suggests that firms should consider the fit between co-creation types and consumers’ motivations when they initiate co-creation activities. In this study, we survey consumers who participated in firms’ co-creation activities.
Future studies can compare different types of consumers. For instance, we can examine the different in different test by comparing experienced versus inexperienced consumers. Finally, we expand this research to user-generated content topics. This attending issue focuses on the mechanism that breaks down the boundaries and barriers between consumers and producers.

참고문헌 (Reference)

1 Berger, J., "What Makes Online Content Viral?" 49 (49): 192-205, 2012

2 Berger, J., "What Drives Immediate and Ongoing Word of Mouth?" 48 (48): 869-880, 2011

3 Chevalier, J. A., "The Effect of Word of Mouth on Sales: Online Book Reviews" 43 (43): 345-354, 2006

4 Myers, David G., "Social Psychology" McGraw-Hill 2010

5 Sparks, P., "Self-Identity and the Theory of Planned Behavior : Assessing the Role of Identification with Green Consumerism" 55 (55): 388-399, 1992

6 Cronin Jr, J. J., "SERVPERF versus SERVQUAL : Reconciling Performance-based and Perceptions-minus-expectations Measurement of Service Quality" 58 (58): 125-131, 1994

7 Schmitt, P., "Referral Programs and Customer Value" 75 (75): 46-59, 2011

8 Hair, J. F., "Multivariate Analysis" Prentice Hall International 1998

9 Von Hippel, E., "Learning from Open-Source Software" 42 (42): 82-86, 2001

10 Foster, A. D., "Learning by Doing and Learning from Others : Human Capital and Technical Change in Agriculture" 103 (103): 1176-1209, 1995

11 Yoganarasimhan, H., "Impact of Social Network Structure on Content Propagation : A Study Using YouTube Data" 10 (10): 111-150, 2012

12 Godes, D., "Firm-created Word-of-Mouth Communication : Evidence from a Field Test" 28 (28): 721-739, 2009

13 Prahalad, C. K., "Creating Unique Value with Customers" 32 (32): 4-9, 2004

14 Prahalad, C. K., "Co-opting Customer Competence" 78 (78): 79-87, 2000

15 Vernette, E., "Co-creation with consumers : who has the competence and wants to cooperate" 55 (55): 539-561, 2013

16 Spiro, R. L., "Adaptive Selling : Conceptualization, Measurement, and Nomological Validity" 27 (27): 61-69, 1990

17 Amabile, T. M., "A model of Creativity and Innovation in Organizations" 10 (10): 123-167, 1988

18 Choi, H., "A Comparative Study of the Motivational Orientation Type on Users’ Behavior:Focusing on Ubiquitous Computing Services" 68 (68): 321-336, 2014

19 Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 (17): 460-469, 1980