Co-creation in conventional and collaborative businesses

Renata Francisco Baldanza () and Lívia Nogueira-Pellizzon ()

Estudios Gerenciales, 2019, vol. 35, issue 151, 95-108

Abstract: This study sought to understand how consumer predisposition to co-creation varies between conventional and collaborative fashion businesses. To this end, an inductive research of quantitative nature was performed through a quasi-experiment in which two scenarios were constructed: collaborative business and conventional business. Data were obtained through a questionnaire that measured the consumer’s perception with regard to dialogue, access, risks and benefits and transparency (DART) following the experiment’s design. Statistical analysis consisted of descriptive, reliability, factorial and means comparison. Data analysis indicated the rejection of some hypotheses. It was concluded that there are differences in the two types of business in terms of their predisposition to co-creation, with conventional businesses exhibiting a greater predisposition to co-creation than collaborative businesses.

Keywords: collaborative consumption; co-creation; fashion business (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.icesi.edu.co/revistas/index.php/estudi ... es/article/view/3055

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:col:000129:017378

Access Statistics for this article

More articles in Estudios Gerenciales from Universidad Icesi Contact information at EDIRC.
Bibliographic data for series maintained by Coordinador ICESI ().