How Does Co-Creation Affect Customer’s Purchase Intention?

Abstract

In a conventional view, customers just purchase the goods or services created by companies. But the role of customers has changed. Now customers are seeking to practice their influence in every part of the business system as a co-creator. What is co-creation? Is it like customization? The answer is yes and no. The difference between co-creation and customization depends on the degree of involvement of the customer in the business. Generally, the customer plays a much more active role in co-creation than customization. Co-creation refers to almost every part of a business, but customization is restricted to the end stage of production. Co-creation can happen in the process of sales support, which can ultimately improve sales performance. This paper illustrates the relationships among co-creation, sales support and sales performance, and designs an experiment to test.