Purpose

Customers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC).

Design/methodology/approach

Based on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM).

Findings

The authors’ empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC.

Originality/value

This study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC.

中文翻译：

---

我是。因此，我会吗？使用五因素理论预测客户共同创造的意愿

目的

客户参与共创是共创成功的前提。为了识别客户共同创造者，研究表明最近对人格特征作为客户参与共同创造的预测因子的作用感兴趣。然而，关于这些关系的方向和意义的实证结果尚无定论。本研究以人格五因素理论 (FFT) 为基础，以增强人们对决定人格特质与客户共同创造意愿 (WCC) 之间关系的规律网络的理解。

设计/方法/方法

基于对医疗保健中基于技术的服务 (TBS) 的大规模实证研究 ( n  = 563)，作者实证研究了五因素模型 (FFM)、先天创新 (INI) 和持久参与 (EI) 的作用) 使用偏最小二乘结构方程模型 (PLS-SEM) 预测客户的 WCC。

发现

作者的实证研究结果表明，根据与 FFM 相关的人格特征的配置设置，INI 和 EI 会演变为确定客户 WCC 的中介。

原创性/价值

本研究首次将人格的 FFT 引入到共同创造研究中。本文的结果揭示了人格特质、特征适应和顾客 WCC 之间的关系。