Premium
How my product works and how it looks: Effects of functional and aesthetic co‐creation and the role of product expertise
Author(s) -
Schnurr Benedikt
Publication year - 2017
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/caim.12212
Subject(s) - co creation , product (mathematics) , business , quality (philosophy) , perception , marketing , process (computing) , new product development , psychology , computer science , philosophy , geometry , mathematics , epistemology , neuroscience , operating system
While past research has successfully shown that co‐creation increases both customers' and companies' value, the possible effects of different types of co‐creation have broadly been neglected. This study investigates the influence of the extent of functional and aesthetic co‐creation on customers' quality perceptions of the co‐created product and the mediating role of customers' satisfaction with the co‐creation process. Results from a field study show that the extent of aesthetic co‐creation positively influences customers' quality perceptions of the co‐created product through satisfaction with the co‐creation process, while no direct effects exist for the extent of functional co‐creation. Further, customers' level of product expertise positively moderates the relationship between the extent of functional co‐creation and customers' quality perceptions of the co‐created product through satisfaction with the co‐creation process, while no moderating effect exists for the extent of aesthetic co‐creation. The findings contribute significantly to both co‐creation theory and practice.