The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/20608 |
Resumo: | A growing number of companies are starting to empower their user community in order to develop new products which can be afterwards labeled as user-design to the whole market. Social Identity theory explains why observing consumers prefer to buy products from firms using those type of strategies. This experimental study aims to understand the influence of communicating that a firm relies on a community of users for developing new products. Moreover this study looks at a) the impact of giving background information about the usercommunity b) what type of consumers, depending on their type of chronically self-construal, this strategy is most suited to. Firstly results show that user-design strategy is preferred to the professional-design one, regardless how the community is described. Observing consumers report higher levels of identification with firms employing a user-design strategy which latter is translated in preference for user-design products. Secondly, results indicate that when the user-community is perceived as similar by the observing consumer, feelings of identification towards the firm increase. This effect mediates product choice. Lastly, results indicate that chronically interdependent self-construal individuals are more enthusiastic about user-design effect and show higher levels of product preference for firms using a user-design approach when compared with independent individuals. These findings provides insights that not all consumers have the same preference for a user-design strategy which is relevant for managers wanting to involve user communities in new product development. |
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The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristicsUser-designInnovationNew product developmentUser-communityObserving consumersSocial IdentitySelf-construalDomínio/Área Científica::Ciências Sociais::Economia e GestãoA growing number of companies are starting to empower their user community in order to develop new products which can be afterwards labeled as user-design to the whole market. Social Identity theory explains why observing consumers prefer to buy products from firms using those type of strategies. This experimental study aims to understand the influence of communicating that a firm relies on a community of users for developing new products. Moreover this study looks at a) the impact of giving background information about the usercommunity b) what type of consumers, depending on their type of chronically self-construal, this strategy is most suited to. Firstly results show that user-design strategy is preferred to the professional-design one, regardless how the community is described. Observing consumers report higher levels of identification with firms employing a user-design strategy which latter is translated in preference for user-design products. Secondly, results indicate that when the user-community is perceived as similar by the observing consumer, feelings of identification towards the firm increase. This effect mediates product choice. Lastly, results indicate that chronically interdependent self-construal individuals are more enthusiastic about user-design effect and show higher levels of product preference for firms using a user-design approach when compared with independent individuals. These findings provides insights that not all consumers have the same preference for a user-design strategy which is relevant for managers wanting to involve user communities in new product development.Um número crescente de empresas começa agora a dar importância as suas comunidades de consumidores para desenvolver novos produtos, que posteriormente podem ser comunicados ao mercado como “criados por um consumidor”. A teoria da identidade social explica o porquê dos restantes consumidores preferirem comprar produtos de empresas que utilizam este tipo de estratégia. Este estudo tem como objetivo perceber qual é a influência de comunicar que uma empresa utiliza a sua comunidade de consumidores aquando do desenvolvimento de um novo produto. Adicionalmente este estudo investiga a) o impacto de dar informação sobre a comunidade de consumidores b) em que tipo de consumidores, dependendo da sua escala crónica de auto-interpretação, é que esta estratégia é mais indicada. Primeiro os resultados mostram que o produto criado por utilizadores é preferido ao criado pelos profissionais, independentemente da descrição da comunidade que é feita. Os consumidores sentem níveis de identificação crescentes por empresas que usam esta estratégia o que posteriormente é traduzido na escolha do produto. Em segundo lugar, os resultados indicam que quando a comunidade é semelhante aos consumidores, sentimentos de identificação aumentam o que no fim acaba por mediar a escolha do produto. Finalmente, os resultados mostram que os indivíduos mais interdependentes mostram maior preferência por produtos destas empresas que indivíduos independentes. Isto mostra que nem todos os consumidores têm a mesma preferência por este tipo de estratégia o que é relevante para os gestores que tencionam envolver as suas comunidades de consumidores no desenvolvimento de novos produtos.Costa, Cláudia Isabel de SousaVeritati - Repositório Institucional da Universidade Católica PortuguesaOsório, Mariana Ramos2016-09-13T10:35:53Z2016-07-1820162016-07-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/20608TID:201242168enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:26:29Zoai:repositorio.ucp.pt:10400.14/20608Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:17:01.510997Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
title |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
spellingShingle |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics Osório, Mariana Ramos User-design Innovation New product development User-community Observing consumers Social Identity Self-construal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
title_full |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
title_fullStr |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
title_full_unstemmed |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
title_sort |
The value of a user-design strategy : the role of giving background information about the user-community and consumer characteristics |
author |
Osório, Mariana Ramos |
author_facet |
Osório, Mariana Ramos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Cláudia Isabel de Sousa Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Osório, Mariana Ramos |
dc.subject.por.fl_str_mv |
User-design Innovation New product development User-community Observing consumers Social Identity Self-construal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
User-design Innovation New product development User-community Observing consumers Social Identity Self-construal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
A growing number of companies are starting to empower their user community in order to develop new products which can be afterwards labeled as user-design to the whole market. Social Identity theory explains why observing consumers prefer to buy products from firms using those type of strategies. This experimental study aims to understand the influence of communicating that a firm relies on a community of users for developing new products. Moreover this study looks at a) the impact of giving background information about the usercommunity b) what type of consumers, depending on their type of chronically self-construal, this strategy is most suited to. Firstly results show that user-design strategy is preferred to the professional-design one, regardless how the community is described. Observing consumers report higher levels of identification with firms employing a user-design strategy which latter is translated in preference for user-design products. Secondly, results indicate that when the user-community is perceived as similar by the observing consumer, feelings of identification towards the firm increase. This effect mediates product choice. Lastly, results indicate that chronically interdependent self-construal individuals are more enthusiastic about user-design effect and show higher levels of product preference for firms using a user-design approach when compared with independent individuals. These findings provides insights that not all consumers have the same preference for a user-design strategy which is relevant for managers wanting to involve user communities in new product development. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-09-13T10:35:53Z 2016-07-18 2016 2016-07-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/20608 TID:201242168 |
url |
http://hdl.handle.net/10400.14/20608 |
identifier_str_mv |
TID:201242168 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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