Refining Virtual Co-Creation from a Consumer Perspective
基于社会交换理论，研究了消费者参与虚拟新产品开发活动的动机、期望及互动偏好，识别出货币奖励、认可、挑战、内在兴趣和好奇心等参与动机，为设计有效的虚拟共创平台提供建议。
This article refines virtual co-creation from a social exchange theory perspective. It looks into who participates in virtual new product development activities, why they do so, and what they expect from their participation. A study of consumers from 10 different virtual co-creation projects provides insights into what, how, and with whom consumers want to interact when engaging in virtual co-creation projects. It shows that consumers' co-creation expectations differ along various dimensions such as the preferred interaction partner, the intensity and extent of participation, and the consumers' motivations. This analysis identifies several types of participation motives—monetary reward, recognition, challenge, intrinsic interest, and curiosity—that help explain different consumer expectations. Participants also vary in their personal characteristics and expectations towards virtual co-creation. The article also offers practical recommendations for designing a rewarding virtual co-creation platform.