Co-Creation and the Factors That Influence a Consumer's Willingness to Co-Create Value

Abstract

Co-creation has shifted from the traditional style of marketing, where companies see consumers as passive buyers and users, to the type where consumers are actively involved in product development as they buy and use the products they create. In this article, the authors emphasized that some factors which are the reasons why consumers of Starbucks engage in co-creation activities. Consequently, the primary purpose of this study was to find out what motivates a consumer to engage in co-creation activities. The hypotheses were tested using data collected from 250 experienced online consumers of Starbucks. The results showed that consumers are most willing to co-create when they benefit from the process of doing so and as a way of sharing their experience with others. Notwithstanding, they are very much concerned about how companies use their personal information.