Money Talks? What Affects Consumers to Co-create Value

• Main Author: 陳雅玟
• Other Authors: 周思妤
• Online Access: http://ndltd.ncl.edu.tw/handle/27710544934610602692

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 103 === In service-dominant logic, more and more consumers co-create value with firms in the virtual context. Previous studies proposed consumers that will be more willing and able to engage productively in the co-creation process, and thereby influence degree of co-creation. Under this trend, more and more firms invite consumers co-create value with them. In practice, most of firms will give their co-creators a monetary incentive to facilitate consumers to participate in the co-creation. Firms always think monetary incentive is the best way to encourage consumers’ co-creation. In this study, the author first applies crowding out effect to test the impact of monetary incentive on consumers’ co-creation intrinsic motivation and their future co-creation intention. Then, the author also explores the effect of co-creation task complexity on consumers’ future co-creation intention. Finally, the author explores the interaction between monetary incentive and co-creation task complexity. The following is the findings: (1) When facing greater monetary incentives, consumers with low intrinsic co-creation motivation are more likely to increase their intention toward future co-creation than consumers with high intrinsic co-creation motivation. (2) In the greater co-creation task complexity condition, consumers with low intrinsic motivation are more likely to decrease their intention toward future co-creation than consumers with high intrinsic co-creation motivation. (3) There are no interaction between monetary incentives and co-creation task complexity.