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Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective
Information Systems Frontiers ( IF 5.9 ) Pub Date : 2021-01-13 , DOI: 10.1007/s10796-021-10104-0
Sheshadri Chatterjee , Nripendra P. Rana , Yogesh K. Dwivedi

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.



中文翻译:

评估消费者的共同生产和未来参与价值共创和商业利益:FPCB模型的观点

消费者的共同生产和积极参与被认为增强了价值共同创造活动,这些活动将确保公司的商业利益。现有的市场营销文献未明确解释将激励消费者帮助增加共同创造活动价值的理念。在这种情况下,已尝试确定会影响联产和消费者参与共同创造价值的因素。通过研究文学和理论,例如共同创造理论,价值创造理论,信息处理理论,营销理论和期望价值理论,一个概念模型称为FPCB(未来参与(F)-联合生产(P)-Co-创造(C)-商业利益(B))和9个假设一起发展了。数据来自印度的362位受访者,并使用基于PLS的分析对模型进行了测试。研究表明,对于公司而言,从以产品为导向的活动转变为与客户相关的战略至关重要。还发现,为了获得更多的利润和更好的业务结果,客户应该通过参与公司的共同设计,想法产生以及其他相关活动来参与业务活动。此外,研究还强调,客户与公司主管部门之间的知识共享可确保更好的业务价值。客户应通过参与公司的共同设计,想法产生以及其他相关活动来参与商业活动。此外,研究还强调,客户与公司主管部门之间的知识共享可确保更好的业务价值。客户应通过参与公司的共同设计,想法产生以及其他相关活动来参与商业活动。此外,研究还强调,客户与公司主管部门之间的知识共享可确保更好的业务价值。

更新日期:2021-01-14
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