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Co-Innovation: customer motives for participation in co-creation processes via social media platforms

Dvorak, Tamara (2013) Co-Innovation: customer motives for participation in co-creation processes via social media platforms.

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Abstract:The evolvement of the Internet and external trends such as globalization or increased competition have changed the innovation process of organizations that was traditionally executed inside the organization. The concept of co-innovation involving the customer’s knowledge, creativity and judgment to generate value is considered to be an upcoming trend for firms. An increasing number of organizations are engaging customers in their new product development activities via social media platforms. In existing literature, the concept of co-innovation in a B2B context in terms of main benefits for the organizations is extensively discussed. However, another closely related issue has received far less attention: what are the factors that motivate customers to participate in co-creation activities? This research aims to identify customers’ motives to co-create. Based on the literature, a research model has been developed that incorporates four motivations. These motivations are based on the uses & gratification theory and include learning, social integrative, personal integrative and hedonic benefits. An empirical study in the form of a survey tested each factor’s influence on the attitude towards co-creation. The results confirm the significance of the four benefits as main motivators and revealed two clusters of co-creators, ‘motivated co-creators’ and ‘non-motivated co-creators’. For ‘motivated co-creators’, learning and hedonic benefits were identified to have the most significant influence on a customer’s attitude towards co-creation.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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