Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation
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/10400.14/22006 |
Resumo: | Successful customer co-creation results in higher firm profitability and greater efficienc ies. Firms strategically increase customer co-creation activities to generate novel solutions that would otherwise go uncaptured. Despite the benefits of co-creation, the literature leaves the users’ attitude and profile unexplored and wholly overlooks possible cost to users in participation. This thesis aims to better understand the differences between users that opt in and out of co-creation by analyzing potential costs of participation (in terms of time, risk and effort) and analyzing the perceived benefits that influences and (de)motivates users to co-create. The perceived benefits tested include hedonic, utility and individualism benefits, and user perceptions of fairness in value distribution. Demographic variables were tested for profile building purposes. Independent-samples t-test and Chi-square tests were employed to compare and contrast users’ likelihood of participation and evaluate mean scores of each variable. Data was collected through an online questionnaire was administered to 231 participants. Results determined that the perceived benefits are statistically significant thus effect users’ likelihood of participation and that the higher the perceived cost in participation, the less likely a user is to participate. These findings hold implications for how firms should approach co-creation design and how they should structure marketing communications to increase participation rates. |
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Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creationPerceived benefitsPotential costsCustomer co-creationCustomer participationPerceção de benefíciosPerceção de custosCocriação com clientesEnvolvimento do clienteDomínio/Área Científica::Ciências Sociais::Economia e GestãoSuccessful customer co-creation results in higher firm profitability and greater efficienc ies. Firms strategically increase customer co-creation activities to generate novel solutions that would otherwise go uncaptured. Despite the benefits of co-creation, the literature leaves the users’ attitude and profile unexplored and wholly overlooks possible cost to users in participation. This thesis aims to better understand the differences between users that opt in and out of co-creation by analyzing potential costs of participation (in terms of time, risk and effort) and analyzing the perceived benefits that influences and (de)motivates users to co-create. The perceived benefits tested include hedonic, utility and individualism benefits, and user perceptions of fairness in value distribution. Demographic variables were tested for profile building purposes. Independent-samples t-test and Chi-square tests were employed to compare and contrast users’ likelihood of participation and evaluate mean scores of each variable. Data was collected through an online questionnaire was administered to 231 participants. Results determined that the perceived benefits are statistically significant thus effect users’ likelihood of participation and that the higher the perceived cost in participation, the less likely a user is to participate. These findings hold implications for how firms should approach co-creation design and how they should structure marketing communications to increase participation rates.Processos de cocriação bem-sucedidos resultam na criação de valor através de modelos mais lucrativos e eficientes. A opção de recorrer a processos de cocriação com o envolvimento do cliente faz parte de uma decisão estratégica da empresa que procura capturar valor através da geração de novas soluções com particularidades que de outra forma não seria capturadas. Apesar dos benefícios, a literatura académica conclui que o perfil do utilizador é muito diversificado e pouco explorado. Para além disso, muitos dos custos de implementação e utilização destes processos não serem contemplados. Esta tese tem como objetivo fazer uma análise detalhada sobre a diferença entre os utilizadores que optam e os que não optam por recorrer a processos de cocriação, analisando potencias custos de participação (em termos de tempo, risco e dedicação) e diferenciando potenciais benefícios. Os eventuais benefícios que foram testados incluem hedonismo, utilidade e benefícios individuais, e a perceção de justiça por parte do utilizador relativamente à forma como o valor gerado é distribuído entre as partes envolvidas. Variáveis demográficas ou perfis específicos foram testados. De forma a comparar e contrastar a probabilidade de participação dos utilizadores e avaliar as médias de cada variável foram realizadas amostras independentes através de métodos estatísticos, t-test e qui-quadrado. As amostras recolhidas foram obtidas através de um questionário online realizado a 231 participantes. Os resultados concluem que a perceção relativamente aos benefícios gerados por cocriação é estatisticamente significativa bem como a probabilidade de participação nestes processos. Para além disso, concluiu-se que quanto maior é a perceção relativamente aos custos necessários à cocriação, menor é a disponibilidade do utilizador para participar. Estes resultados providenciam alguns insights sobre como a empresa deve estabelecer processos de cocriação e como deve estruturar a sua comunicação para aumentar o número de participantes.Costa, Cláudia Isabel de SousaVeritati - Repositório Institucional da Universidade Católica PortuguesaHorváth, Katherine Ann2017-04-05T13:54:33Z2016-10-1920162016-10-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22006TID:201283859enginfo: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:RCAAP2023-07-12T17:28:17Zoai:repositorio.ucp.pt:10400.14/22006Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:21.357015Repositório 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 |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
title |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
spellingShingle |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation Horváth, Katherine Ann Perceived benefits Potential costs Customer co-creation Customer participation Perceção de benefícios Perceção de custos Cocriação com clientes Envolvimento do cliente Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
title_full |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
title_fullStr |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
title_full_unstemmed |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
title_sort |
Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creation |
author |
Horváth, Katherine Ann |
author_facet |
Horváth, Katherine Ann |
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 |
Horváth, Katherine Ann |
dc.subject.por.fl_str_mv |
Perceived benefits Potential costs Customer co-creation Customer participation Perceção de benefícios Perceção de custos Cocriação com clientes Envolvimento do cliente Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Perceived benefits Potential costs Customer co-creation Customer participation Perceção de benefícios Perceção de custos Cocriação com clientes Envolvimento do cliente Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Successful customer co-creation results in higher firm profitability and greater efficienc ies. Firms strategically increase customer co-creation activities to generate novel solutions that would otherwise go uncaptured. Despite the benefits of co-creation, the literature leaves the users’ attitude and profile unexplored and wholly overlooks possible cost to users in participation. This thesis aims to better understand the differences between users that opt in and out of co-creation by analyzing potential costs of participation (in terms of time, risk and effort) and analyzing the perceived benefits that influences and (de)motivates users to co-create. The perceived benefits tested include hedonic, utility and individualism benefits, and user perceptions of fairness in value distribution. Demographic variables were tested for profile building purposes. Independent-samples t-test and Chi-square tests were employed to compare and contrast users’ likelihood of participation and evaluate mean scores of each variable. Data was collected through an online questionnaire was administered to 231 participants. Results determined that the perceived benefits are statistically significant thus effect users’ likelihood of participation and that the higher the perceived cost in participation, the less likely a user is to participate. These findings hold implications for how firms should approach co-creation design and how they should structure marketing communications to increase participation rates. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-10-19 2016 2016-10-19T00:00:00Z 2017-04-05T13:54:33Z |
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/10400.14/22006 TID:201283859 |
url |
http://hdl.handle.net/10400.14/22006 |
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TID:201283859 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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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 |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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