An investigation of motivations of Consumer participation in co-creation activities through communities: A case study of the fashion industry

Guan, Guixin (2014) An investigation of motivations of Consumer participation in co-creation activities through communities: A case study of the fashion industry. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Purpose of study

The purpose of the study is to explore and describe consumer motivation to participate in co-creation activities through online and offline communities. The fast development of technology has infused into fashion industry and increases the use of online fashion communities as a means to engage consumers. The haul caused by technology reduces the focus on offline fashion community for research. However, believing that both kinds of communities have its value, it is important to take into account both community contexts for study. Furthermore, to optimize value co-creation through communities, it is critical to understand consumer motivation behind this behaviour.

Data

Qualitative research method, case study was chosen in order to provide in-depth interpretation of consumer motivations behind their participation in co-creation activities through communities. Data was collected from NikeTalk, an ultimate sneaker community online, and Sunflower Design studio, a local sewing community offline. Data set is consisted of interview transcripts collected through interview, field notes taken during on-site participation, and 436 messages in threads related to co-creation activities on NikeTalk. Data was analysed through content analysis and coded into different categories for each community context.

Results

Findings of the study suggest that there are significant differences in consumer motivations to participate in co-creation activities under online and offline context. Under offline context, consumer motivations to the behaviour include: Knowledge/assistance seeking and providing, attitudes and opinions, sense of belongingness, expectancy of reciprocity, hedonic factors. Behaviour acted under online context shares these motivation sets with offline communities, but are additionally motivated by reputation and self-efficacy, and skill and tool support.

Evident from the study is that knowledge/assistance seeking and providing, and attitudes and opinions as the most observed and mentioned motivations to constitute the behaviour. However, the fundamental motivation is believed to be hedonic factor.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 11 Nov 2014 13:59
Last Modified: 01 Nov 2016 19:11
URI: http://eprints.nottingham.ac.uk/id/eprint/27431

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