Consumer Participation in Self-Production: The Role of Control Mechanisms, Convenience Orientation, and Moral Obligation. Issue 2 (2nd April 2016)

• Record Type: Journal Article
• Authors: Thi Xuan Mai, Huynh; Ottar Olsen, Svein
• Is Part Of: Journal of marketing theory and practice. Volume 24:Issue 2(2016)
• Page Start: 209
• Page End: 223
• Publication Date: 2016-04-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1130554
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : Consumers participate in self-production when they actively create output products/services. Based on a cognitive antecedents–motivation–behavioral framework, this study tests how different control mechanisms, convenience orientation, and moral obligation relate to self-production involvement and behavior in a sample of 415 households in the home meal preparation context. The proposed model is tested using structural equation analysis. The results show that desire for control influences self-production behavior indirectly through self-production involvement, while perceived behavioral control influences behavior more directly. Convenience orientation is important for predicting self-production involvement, while moral obligation has significant effects on both self-production involvement and behavior.