• Journal of Distribution Science
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• v.13 no.12
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• pp.105-111
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• 2015

Purpose - Many global companies across industries are paying significant attention to co-creation activities, which enable consumers to participate in firms' value creation process, as a main model of new product development processes. In this study, we aim to examine different types of co-creation activities and their effects on consumer attitudes. We focus on upstream co-creation, downstream co-creation, autonomous co-creation, and sponsored co-creation. Upstream co-creation includes firms' control and management in the initial stage of new product development and prototype testing. Downstream co-creation indicates that consumers participate in firms-initiative activities at a later stage in new product development, such as public relations and marketing communications. Autonomous co-creation includes consumers' commitment activities in the absence of firms' rewards. However, under the sponsored co-creation, consumers can return monetary and social rewards from firms through their co-creation activities. The hypotheses regarding the effect of co-creation on consumer attitudes are as follows. (H1, H2, H3, H4) Upstream, downward, autonomous, and sponsored co-creation has positive effects on consumer attitude. (H5, H6) As intrinsic motivation increases, the positive effect of upstream and autonomous co-creation increases. (H7, H8) As extrinsic motivation increases, the positive effect of downward and sponsored co-creation increases. Research design, data, and methodology - To achieve our research goals, we analyzed responses from 246 samples from Korean consumers and verified the proposed hypotheses using a linear regression model. The samples include Korean consumers who experienced upstream, downstream, autonomous, and sponsored co-creation by firms. Results - First, both upstream co-creation and downstream co-creation with firms and consumers are found to have positive effects on consumer attitudes. Second, autonomous co-creation and sponsored co-creation are found to positively affect consumer attitudes. Third, consumers' intrinsic motivation has a fit-effect between upstream co-creation and autonomous co-creation, and their extrinsic motivation has a fit-effect between downstream co-creation and sponsored co-creation. Consumers who have strong intrinsic motivation are affected by upstream co-creation and autonomous co-creation. However, consumers who have strong extrinsic motivation are affected by downstream co-creation and sponsored co-creation. Conclusion - These results indicate that the fit between consumers' co-creation participation types and consumers'motivations is a significant factor in determining consumer attitudes. The results of this study imply that various types of consumer participation actually improve consumers' attitudes toward products and brands. In addition, our study also suggests that firms should consider the fit between co-creation types and consumers' motivations when they initiate co-creation activities. In this study, we survey consumers who participated in firms' co-creation activities. Future studies can compare different types of consumers. For instance, we can examine the different in different test by comparing experienced versus inexperienced consumers. Finally, we expand this research to user-generated content topics. This attending issue focuses on the mechanism that breaks down the boundaries and barriers between consumers and producers.

• Journal of Distribution Science
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• v.14 no.12
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• pp.107-118
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• 2016

Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

• Korean Journal of Ecology and Environment
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• v.35 no.3 s.99
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• pp.237-246
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• 2002

Tamjin Dam is built in the upper reaches of the Tamjin River which flows through the Janghung-gun and Gangjin-gun of the Jeollanamdo, Korea. In order to map out a preservation strategy of the fish community from dam construction, We studied the distribution of fish distribution and changes of the habitat environment. we found 49 fish species inhabiting in the downstream and upstream of the Tamjin Dam. Among them, migratory fish were two species sweet smelt, Plecoglossus altivelis and freshwater eel, Anguilla japonica. The Coreoperca kawamebari which designated as a species to be protected by The Ministry of Environment of Korea was also observed. After the dam construction, reservoir would be filled with water and running water system will change to standing water system. Then the habitat and spawning space for mountain torrent fish will be reduced and the migration of migratory fish to upstream will be blocked. Through our study, we proposed several ways to protect fish community. In order to preserve the reduced habitat and spawning area of mountain torrent fish, a fishway has been diagnosed to be built in the shallow reservoir in the entrance of the upriver. The establishment of artificial spawning ground on the riverside has been recommended. In addition, We propose a creation of a shelter for fresh water eel, Anguilla japonica in areas where the depth of the water is about l0m by laying rocks. Since it is difficult for a spawning ground to be formed naturally in the reservoir due to the year-round changes in water level, We suggested a floating spawning facility using an artificial fixture. In the downstream of the dam, a waterway-style habitat and spawning ground in the river and increasing the diversity and abundance of fish fauna in the Tamjin River. A low-cost and highly efficient operational fishway has been recommended so that migratory fish such as Plecoglossus altivelis (sweetfish) can migrate from the lower reaches to the upper reaches of the river.