Loading...
Assessing consumers’ co-production and future participation on value co-creation and business benefit: An F-P-C-B model perspective
Chatterjee, S. ; Rana, Nripendra P. ; Dwivedi, Y.K.
Chatterjee, S.
Rana, Nripendra P.
Dwivedi, Y.K.
Publication Date
2021
End of Embargo
Supervisor
Rights
(c) 2021 The Authors. This is an Open Access article distributed under the Creative Commons CC-BY license (http://creativecommons.org/licenses/by/4.0/)
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
01/01/2021
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values.
Version
Accepted manuscript
Citation
Chatterjee S, Rana NP and Dwivedi YK (2021) Assessing consumers’ co-production and future participation on value co-creation and business benefit: An F-P-C-B model perspective. Information Systems Frontiers. Accepted for publication.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article