On-line Crowdsourcing: Motives of Customers to Participate in Online Collaborative Innovation Processes

Carlota Lorenzo-Romero and Efthymios Constantinides
Additional contact information
Carlota Lorenzo-Romero: Business Administration Department, University of Castilla-La Mancha, 02071 Albacete, Spain
Efthymios Constantinides: Faculty BMS /EISM, University of Twente, 7500 Enschede, The Netherlands

Sustainability, 2019, vol. 11, issue 12, 1-16

Abstract: The large-scale adoption of the Internet and social media make transactions and interactions between businesses and customers easy, inexpensive, and highly efficient. Online crowdsourcing and co-creation with customers are developments increasingly seen as attractive alternatives to traditional forms of innovation management. Online customers are willing to spend time and effort on collaborative innovation trajectories and so have a say in the development of new products and services. Identifying and recruiting capable and innovation-minded co-creation partners online is one of the main challenges of such collaborative innovation-focused processes; understanding the attitudes and motives of innovation-minded customers are the first steps in enticing and recruit these as innovation partners. In this study, we identify and classify customer motives for participating in online co-creation processes in two European countries: Spain and The Netherlands. More than a quarter of online customers are active co-creators and two co-creator profiles were identified in both countries, based the levels of motivation predisposition; Spanish online customers are more involved and enthusiastic co-creators than Dutch customers. The study confirms that financial motives are not the main reason for co-creation; highly motivated customers are motivated by product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.

Keywords: digital marketing; co-creation; innovation; crowdsourcing; online consumer segmentation; comparative study (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/12/3479/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/12/3479/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:12:p:3479-:d:242676

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().