This article refines virtual co-creation from a social exchange theory perspective. It looks into who participates in virtual new product development activities, why they do so, and what they expect from their participation. A study of consumers from 10 different virtual co-creation projects provides insights into what, how, and with whom consumers want to interact when engaging in virtual co-creation projects. It shows that consumers' co-creation expectations differ along various dimensions such as the preferred interaction partner, the intensity and extent of participation, and the consumers' motivations. This analysis identifies several types of participation motives-monetary reward, recognition, challenge, intrinsic interest, and curiosity-that help explain different consumer expectations. Participants also vary in their personal characteristics and expectations towards virtual co-creation. The article also offers practical recommendations for designing a rewarding virtual co-creation platform.

【書誌情報】

ページ数：26ページ

サイズ：A4

商品番号：HBSP-CMR449

発行日：2010/2/1

登録日：2010/4/7