Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company)

Document Type: Research Paper

Authors

Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran

Abstract

Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumer’s value perception of co-creation and how it affects his behavior. Thus, this research intends to analyze the customers’ value perceptions of virtual co-creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co-creation intention on attitude toward the product. To do so, Shatel’s voice of the customer website was selected as an example of virtual co-creation and a questionnaire was distributed among 446 customers of this company. Data were analyzed using Structural Equation Modeling and SPSS18 and Amos22 software. Results showed that customers perceived virtual co-creation valuable and self-efficacy had no significant impact on value perceptions of the participants regarding this process. Moreover, according to the findings, co-creation leads to positive attitudes toward the product.

Keywords

Main Subjects


Article Title [Persian]

قصد هم‌آفرینی محصول؛ ارائه ی مدلی از پیشایندها و تأثیرآن بر نگرش نسبت به محصول (پژوهشی در شرکت شاتل)

Authors [Persian]

  • مرتضی سلطانی
  • غلامرضا جندقی
  • پریسا فروزنده شهرکی
استادیاز دانشگاه تهران
Abstract [Persian]

هم‌آفرینی مجازی ابزاری است که به بازاریابان کمک می‌کند تا درک بهتری از نیازهای مشتریان پیدا کنند و نرخ موفقیت محصولات جدید را افزایش دهند. با وجود اهمیت هم‌آفرینی در توسعة محصول جدید، مطالعات تجربی اندکی جهت تصریح این پدیده انجام شده است. به‌علاوه، این پژوهش‌ها غالباً سازمان محور است و دیدگاه ارزشی مشتری از هم‌آفرینی و چگونگی تأثیر این دیدگاه بر رفتار وی را نادیده می‌گیرد. بر این اساس، پژوهش حاضر درصدد است تا ارزش ادراکی مشتری از هم‌آفرینی مجازی را بسنجد، با در نظر گرفتن خودکارآمدی تأثیر این دیدگاه ارزشی بر قصد هم‌آفرینی را ارزیابی و در نهایت اثر قصد هم‌آفرینی بر نگرش نسبت به محصول را بررسی کند. بدین منظور بخش صدای مشتری وبسایت شاتل به عنوان نمونة پژوهش انتخاب شده است. پرسشنامه‌ای میان 446 نفر از مشتریان این شرکت توزیع و داده‌های حاصل با استفاده از روش مدل‌سازی معادلات ساختاری و به‌کمک نرم‌افزارهای SPSS18 و Amos22 تجزیه‌وتحلیل شد. نتایج نشان می‌دهد که مشتریان هم‌آفرینی مجازی را ارزشمند ادراک می‌کنند و حتی خودکارآمدی هم تأثیری بر دیدگاه ارزشی آن‌ها نسبت به این فرایند ندارد. بعلاوه، بر اساس یافته‌ها هم‌آفرینی منجر به نگرش مثبت نسبت به محصول می‌شود.

Keywords [Persian]

  • خودکارآمدی
  • مدل ارزش‌محور پذیرش فناوری
  • نگرش نسبت به محصول
  • هم‌آفرینی مجازی
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