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• W190611635 abstract "The evolvement of the Internet and external trends such as globalization or increased competition have changed the innovation process of organizations that was traditionally executed inside the organization. The concept of co-innovation involving the customer’s knowledge, creativity and judgment to generate value is considered to be an upcoming trend for firms. An increasing number of organizations are engaging customers in their new product development activities via social media platforms. In existing literature, the concept of co-innovation in a B2B context in terms of main benefits for the organizations is extensively discussed. However, another closely related issue has received far less attention: what are the factors that motivate customers to participate in co-creation activities? This research aims to identify customers’ motives to co-create. Based on the literature, a research model has been developed that incorporates four motivations. These motivations are based on the uses & gratification theory and include learning, social integrative, personal integrative and hedonic benefits. An empirical study in the form of a survey tested each factor’s influence on the attitude towards co-creation. The results confirm the significance of the four benefits as main motivators and revealed two clusters of co-creators, ‘motivated co-creators’ and ‘non-motivated co-creators’. For ‘motivated co-creators’, learning and hedonic benefits were identified to have the most significant influence on a customer’s attitude towards co-creation." @default.
• W190611635 created "2016-06-24" @default.
• W190611635 creator A5039430567 @default.
• W190611635 date "2013-01-01" @default.
• W190611635 modified "2023-09-28" @default.
• W190611635 title "Co-Innovation: customer motives for participation in co-creation processes via social media platforms" @default.
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• W190611635 hasPublicationYear "2013" @default.
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