Innovative new ideas are no longer bound by internal R&D efforts of the organisation. Many successful innovation ideas stem from external sources, especially engaged customers. This study investigates motivation triggers for customer participation in co-creation of value with the firm by using a dual-research approach: grounded theory to explore the factors that motivate customers to participate in value co-creation, and a survey to identify the primary triggers of customer value co-creation. Six primary triggers identified were affiliation, expertise, expression and experience, recognition, community and tangible reward. The results contribute to the literature on co-creation as well as to practicing managers for formulating effective customer engagement.

中文翻译：

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促使客户参与价值共创的动机

创新的新想法不再受组织内部研发工作的束缚。许多成功的创新想法都来自外部资源，尤其是敬业的客户。本研究使用双重研究方法调查了客户参与与公司共同创造价值的动机触发因素：扎根理论探讨了促使客户参与价值共同创造的因素，并进行了调查以确定主要触发因素客户价值共创。确定的六个主要触发因素是从属关系，专业知识，表达和经验，认可，社区和切实的奖励。结果有助于有关共创的文献，并有助于实践管理者制定有效的客户参与度。