Consumer value co-creation in online communities: What is the consumer's motivation for participating and contributing in an online community?

Kertbo, Kia (2008) Consumer value co-creation in online communities: What is the consumer's motivation for participating and contributing in an online community? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

There are increasing calls amongst the academic community that a new marketing logic is needed for the 21st century. In contrast to more autonomous approaches adopted by companies in the past, this new marketing logic is marked by a co-creation of value process involving both consumers and manufacturers. In this light online communities have been identified as valuable platforms in which members engage in value-creating activity which companies can integrate into their new product development processes.

To this length, this study aims to provide greater empirical evidence into online community members' motivations to innovate, contribute to innovation activities, and to collaborate with companies. The study has been carried out focusing on online gaming communities.

The author uses a qualitative research strategy, interpretative process, and an inductive approach to uncover community members' motivations to engage in value-creating activity. Findings from 17 online interviews, conducted across seven online gaming communities, are coded for motivational variables and classified according to Jawecki's (2008) novel framework which classifies user motivations at three different dimensions.

Findings confirm Jawecki's (2008) assertion that user motives differ across the three different dimensions that lead to community members to: innovate, contribute to innovation activities, and collaborate with companies. Main values which motivate users to innovate were identified as fun and a desire for better products. Fun, belongingness, and feedback are strong motivations to contribute to innovation activities. Lastly wanting to influence new product development and a desire for better products are leading variables that motivate users to collaborate with companies.

The findings give rise to important managerial implications which are discussed.

Item Type: Dissertation (University of Nottingham only)
Keywords: marketing, consumer behavior, co-creation, innovation, new product development, motivation, online communities
Depositing User: EP, Services
Date Deposited: 03 Feb 2009
Last Modified: 26 Oct 2016 04:43
URI: http://eprints.nottingham.ac.uk/id/eprint/21826

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