University of Twente Student Theses


How to make customers willing to co-create : motivation and ability effects

Klaus, Carolina-marjolijn Lotte (2016) How to make customers willing to co-create : motivation and ability effects.

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Abstract:Companies are co-creating with their customers more and more to increase their competitive advantage. Despite earlier research into co-creation and the role of customers in co-creation processes, little is known about the willingness of customers to contribute in co-creation processes, even when it serves their own benefits. This research aims to close that gap by identifying the effects of motivational factors and ability to participate in the co-creation activities on customers’ willingness to co-create. It does so by using the theory of planned behaviour (TPB) to determine customers’ motivation. Therewith the independent variables of this study are ability to participate and the TPB constructs, attitude towards the behaviour, perceived behavioural control and subjective norm. To determine the (degree of) impact of these independent variables upon customers’ willingness to co-create, an empirical study in the form of an online survey was administered, from which 421 valid responses were gathered. The study found that there is a positive and significant relationship between the ability to participate, attitude towards the behaviour and subjective norm, and willingness to co-create. Herewith it can be said that both ability and motivation have a positive effect on customers’ willingness to co-create. None of the five factor model character traits were found to influence this willingness, unlike age which was found to have a negative relationship with willingness to co-create. This research therefore has begun to add to the literature by making a start in determining what the factors are that constrain or enable the extent to which customers are prepared to get involved in the co-creation process. The study additionally underlines the importance for practitioners of employing appropriate marketing messages and how these can be used to alter customers’ perceptions of the co-creation activities making them more willing to participate in said co-creation activities.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 77 psychology, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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