What are the motivations for (European) customers to participate in online co-creation?

This paper is concerned with identifying the main motivators for consumers to participate in co-creation. Co-creation activities are value creation activities by firms that include close-interaction with the consumer. These activities are nowadays considered as critical for a firm its success. The paper first provides an extensive literature review on the concept of co-creation and on the motivators for consumers to participate in co-creation, and then continues with a conceptual model based on these motivators. These motivators are: Financial, Technology, Social, Personal and Psychological. After this the paper ends with an empirical study which is based on an online test survey. The results with regards to the motivators show that five of these six motivators are positively related to someone’s attitude towards online co-creation