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Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company) | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| مقاله 6، دوره 10، شماره 1، خرداد 2017، صفحه 143-174 اصل مقاله (932.99 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2017.60244 | ||
| نویسندگان | ||
| Morteza Soltani؛ Gholamreza Jandaghi؛ Parisa Forouzandeh Shahraki* | ||
| Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran | ||
| چکیده | ||
| Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumer’s value perception of co-creation and how it affects his behavior. Thus, this research intends to analyze the customers’ value perceptions of virtual co-creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co-creation intention on attitude toward the product. To do so, Shatel’s voice of the customer website was selected as an example of virtual co-creation and a questionnaire was distributed among 446 customers of this company. Data were analyzed using Structural Equation Modeling and SPSS18 and Amos22 software. Results showed that customers perceived virtual co-creation valuable and self-efficacy had no significant impact on value perceptions of the participants regarding this process. Moreover, according to the findings, co-creation leads to positive attitudes toward the product. | ||
| کلیدواژهها | ||
| attitude toward the product؛ Self-Efficacy؛ value-based TAM؛ virtual co-creation | ||
| مراجع | ||
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