Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company)
- سال انتشار: 1396
- محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 10، شماره: 1
- کد COI اختصاصی: JR_JIJMS-10-1_006
- زبان مقاله: انگلیسی
- تعداد مشاهده: 141
نویسندگان
Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran
Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran
Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran
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 ۴۴۶ customers of this company. Data were analyzed using Structural Equation Modeling and SPSS۱۸ and Amos۲۲ 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.کلیدواژه ها
attitude toward the product, Self-Efficacy, value-based TAM, virtual co-creationاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.