Why Does the User’s Attitude for Co-creation Online Vary Across Cultural Contexts? The Role of Prior Experience, Perceived Risk of Use, Brand Reputation, and Brand Trust

Maryna Chepurna (maryna.chepurna@gmail.com) and Josep Rialp Criado (josep.rialp@uab.cat)
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Maryna Chepurna: Universitat Autonoma de Barcelona
Josep Rialp Criado: Universitat Autonoma de Barcelona

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 42-51 from Springer

Abstract: Abstract This paper explains the differences found in the previous research in the effect of motivators and deterrents on the attitude towards co-creation online for users’ groups from different cultural contexts introducing the moderating effects of perceived risk of use, brand reputation, and mediation effect of brand trust to the model. Furthermore, the advanced model is tested by implementing previous experience in co-creation as the moderation effect to the entire model and by comparing different groups using multigroup analysis.

Keywords: Co-creation; Cultural context; Prior experience; Risk of use; Brand reputation; Brand trust (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_6

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DOI: 10.1007/978-3-031-05728-1_6

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