Co-creation vs. professional design in smartphones : differences in perceived perceptions and preferences

• Autor(a) principal: Correia, Ana Sofia Cunha
• 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/10400.14/20563
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

An increase number of existing literature mentions the importance of introducing users in existing new product development across the industries. This study is focused in the smartphone industry. Co-Creation is an active collaboration between the smartphones manufacturers and consumers, which is an innovative concept. There is little known about how consumers who did not participate in this collaboration react to it for high-complexity products, like the case with the smartphone. Considering that, this study aims to find the differences in perceptions and preferences consumers have towards different NPD processes - Co-Creation and Professional Design. Consumers’ perceptions were measured by easy-adoption of Innovation and brand-consumer identification and preferences were evaluated by purchase intention. Using the analysis of differences in means (ANOVA) it was assessed these perceptions and preferences. There was also constructed a linear model to test what was the relationship of the different variables with the Purchase Intention. In the end, the study revealed that there were positive perceptions towards the Co-Creation concept but consumers had a higher purchase intention for the Professional design. Through the outcomes of this research design, smartphone brands can use user innovations to improve the product perceptions but their brand positioning should not mention the use of this process to the general public. Limitation and opportunities for further research are also discussed.