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http://dx.doi.org/10.5850/JKSCT.2022.46.6.1088

The Effect of Consumers' Motivations for Co-creation on Continuance Participation and Advocacy Behavior Mediated by Empowerment  

Woo Bin Kim (Dept. of Clothing & Textiles, Chungnam National University)
Namhee Yoon (Human Ecology Research Center, Korea University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.46, no.6, 2022 , pp. 1088-1104 More about this Journal
Abstract
The motivation behind consumers' voluntary participation plays a key role in determining the successful out-come of co-creation activities. This study, in the context of online-community-based co-creation, investigates the effect of consumers' motivation on continuance participation and advocacy intention by mediating perceived empowerment. We focused on analyzing the co-creation process of new product developments for beauty-related firms and platforms. A web survey was conducted on active users of the online beauty community who have participated in co-creation projects. A total of 226 responses were analyzed using SPSS 26.0 and AMOS 22.0 statistical programs. The findings illustrate that all motivations for participation (intrinsic, social, and financial) influenced perceived empowerment. This increased empowerment also positively affected continuance participation and advocacy intention for future co-creation projects. Furthermore, we explored the moderating role of the engagement period in the community regarding the relationship between participation motivation and empowerment. The results show, consumers with high intrinsic motivation greatly perceive empowerment when they have short-term engagement in the community; those with high social motivation strongly recognize empowerment when they have long-term engagement in the community. We provide valuable recommendations regarding how to make innovative co-creation experiences between beauty firms and consumers via an online-based community.
Keywords
Co-creation participation motivation; Empowerment; Continuance participation behavior; Advocacy behavior; Period of engaging in community;
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Times Cited By KSCI : 3  (Citation Analysis)
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