چکیده:
Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumer’s value perception of co-creation and how it affects his behavior. Thus, this research intends to analyze the customers’ value perceptions of virtual co-creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co-creation intention on attitude toward the product. To do so, Shatel’s voice of the customer website was selected as an example of virtual co-creation and a questionnaire was distributed among 446 customers of this company. Data were analyzed using Structural Equation Modeling and SPSS18 and Amos22 software. Results showed that customers perceived virtual co-creation valuable and self-efficacy had no significant impact on value perceptions of the participants regarding this process. Moreover, according to the findings, co-creation leads to positive attitudes toward the product.
خلاصه ماشینی:
Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company) Morteza Soltani, Gholamreza Jandaghi, Parisa Forouzandeh Shahraki* Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran (Received: September 18, 2016; Revised: December 16, 2016 ; Accepted: December 18, 2016) Abstract Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates.
Thus, this research intends to analyze the customers’ value perceptions of virtual co- creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co- creation intention on attitude toward the product.
Results showed that customers perceived virtual co-creation valuable and self- efficacy had no significant impact on value perceptions of the participants regarding this process.
Specifically, co-creation enables companies to effectively recognize market needs, and to offer products that are more compatible with them and better than competitors’ (Zhang & Chen, 2008), which further leads to maintaining the customers and attaining sustainable competitive advantage (Sawhney et al.
As it has been acknowledged, consumer behavior is better realized when examined through perceived value (Gallarza & Saura, 2006), thus, this article uses the Value-based Technology Acceptance Model to empirically investigate the consumers’ perceived value of virtual co-creation.