What are the motivations for customers to co-create online?

This paper discusses the motivations for customers to co-create online. A literature review on co-creation forms the basis for a conceptual model, derived from the uses & gratification theory. Empirical research based on this model is carried out using an online survey. Results reveal that co-creation is not yet fully implemented in society and highlights potential opportunities for success when properly developed. This paper contributes to existing knowledge by offering insight into customers’ motivations.