Co-creation in new product development: Which drivers of consumer participation?. (21st March 2020)

• Record Type: Journal Article
• Authors: Mandolfo, Marco; Chen, Shan; Noci, Giuliano
• Is Part Of: International journal of engineering business management. Volume 12(2020)
• Publication Date: 2020-03-21
• Subjects: Co-creation -- high-tech product -- high-touch product -- motivations and barriers -- personality traits; Engineering -- Periodicals; Industrial management -- Periodicals; Engineering; Industrial management; Periodicals; 620.0068
• DOI: 10.1177/1847979020913764
• Languages: English
• ISSNs: 1847-9790

Abstract

The present study investigates co-creation in new product development by providing a conceptual background in the psychological factors favoring consumer participation in company processes. The work explores the consumers' profiles willing to participate in co-creation, through the identification of their personality traits, key motivations, and barriers. Two product typologies are investigated, namely high-tech and high-touch products through survey research on a sample of Italian consumers. Results from structural equation modeling show that consumers' personality traits affect the perceived motivations and barriers to co-create, in turn shaping their willingness to co-create. Furthermore, consumer willingness to co-create varies depending on the product typology. Under a managerial viewpoint, the research study provides practitioners with keys to design targeted co-creation activities, fitting with the specific product typology and audience, and to devise the most suitable participation incentives to offer.