Motives for customers to engage in co-creation activities

The focus of this paper is on the identification of motives for customers to engage in co-creation activities. Co-creation is the collaborative creation of value between a firm and the customer, an increasingly used method in new product development. The literature review shows six relevant motivational factors. A conceptual model has been derived from the finding in the literature. Empirical research has been based on this model. Results show that the Learning and Hedonic factor are on average highly rated. The Personal factor is strongly associated with the perception towards co-creation which influences participation. The findings are discussed with other results in the literature and are found to be to a certain extent comparable. Firms can use the insights provided in this paper to more effectively engage customers into co-creation activities while the paper as well contributes and incrementally build on existing knowledge on the topic of co-creation.