Across two studies, this research presents a novel extension to the service coproduction literature, demonstrating when and why consumers with low- versus high-innovativeness tendencies are willing to pay more to coproduce hospitality and tourism services. Findings suggest that, in in-person coproduction settings, low-innovativeness consumers are willing to pay more to coproduce (vs. not) with human employees, while high-innovativeness consumers are willing to pay more to coproduce (vs. not) with robots. Such effects were attenuated in tech-enabled remote coproduction settings, where only high-innovativeness consumers were willing to pay more to coproduce. PROCESS analyses further revealed that self-competence mediated the conditional effect of coproduction involvement on willingness to pay more. In support of our theoretical framework, we demonstrated that lowering the challenging level of the coproduction task increased (decreased) low- (high-) innovativeness consumers’ willingness to pay more for coproduction involvement. These findings offer notable theoretical and managerial implications.

在两项研究中，这项研究对服务联合生产文献进行了新的扩展，展示了具有低创新倾向与高创新倾向的消费者何时以及为何愿意为联合生产酒店和旅游服务支付更多费用。调查结果表明，在面对面的联合生产环境中，低创新性消费者愿意为与人类员工联合生产（而不是）支付更多费用，而高创新性消费者愿意为与机器人联合生产（而不是）支付更多费用. 这种影响在技术支持的远程联合生产环境中减弱，只有高度创新的消费者愿意为联合生产支付更多费用。过程分析进一步表明，自我能力调节了共同生产参与对支付更多意愿的条件影响。为了支持我们的理论框架，我们证明，降低联合生产任务的挑战性水平会增加（降低）低（高）创新性消费者为参与联合生产支付更多费用的意愿。这些发现提供了显着的理论和管理意义。