To read this content please select one of the options below:

I am. Therefore, I will? Predicting customers' willingness to co-create using five-factor theory

Pascal David Vermehren (EBS Universität für Wirtschaft und Recht gGmbH, Oestrich-Winkel, Germany)
Katrin Burmeister-Lamp (EBS Universität für Wirtschaft und Recht gGmbH, Oestrich-Winkel, Germany)
Sven Heidenreich (Saarland University, Saarbrücken, Germany)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 25 March 2022

Issue publication date: 13 April 2023

650

Abstract

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.

Keywords

Citation

Vermehren, P.D., Burmeister-Lamp, K. and Heidenreich, S. (2023), "I am. Therefore, I will? Predicting customers' willingness to co-create using five-factor theory", Journal of Service Management, Vol. 34 No. 3, pp. 341-367. https://doi.org/10.1108/JOSM-03-2021-0088

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles