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

Lakerink, K. (2013) What are the motivations for customers to co-create online?

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Abstract: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.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
Link to this item:http://purl.utwente.nl/essays/63702
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