The Impact of Extrinsic Motivation on Prosumption: Digital Service Brands

Minh T. H. Le and Nhi P. P. Nguyen

Chapter 5 in Emerging and Evolving Business and Management Issues in Vietnam:Research and Practice, 2024, pp 137-158 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Prosumption is a proactive way of enhancing consumer–brand relationships and better meeting consumer needs. Although the prosumer concept has received considerable research attention, the number of empirical research studies on this topic is still significantly low. Based on the self-determination theory, this study developed and proposed a model exhibiting how extrinsic motivations affect prosumer behaviors. Data were collected online, and we used a structural equation model to predict the research model. Sample analysis revealed that three typical components of extrinsic motivations — a desire for financial incentives, a desire for socialization, and a sense of belonging — have significant positive effects on prosumption. Additionally, the evidence from this study emphasized the causal associations between prosumer behaviors. We also discussed the implications of the study findings for practice and research, along with limitations and future research directions. The chapter contributes to the prosumption literature and provides comprehensive insights to brand managers who desire to improve their digital service strategies.

Keywords: Strategic Management; Environmental Uncertainty; Digital Marketing; Marketing and Digital Shift; Cultural Intelligence; Quality Measurement; Prosumption; Transitional Economy; IoT Adoption; Market Orientation; Social Investment; Productivity Growth; Fintech; New Managerialism; Financial Literacy; Digital Literacy; Personal Financial Management; Digital Financial Services; Vietnam (search for similar items in EconPapers)
JEL-codes: F23 F44 M1 M11 M16 M31 (search for similar items in EconPapers)
Date: 2024
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