Customers’ Motives to Engage in Social Media-based Product Idea Contests – Empirical Evidence from Germany

Abstract

An empirical motive study based on the design science approach is presented. The aim of the study is to develop specific problem-solving knowledge in the form of artefacts that can be directly applied in marketing practice. The problem-solving knowledge relates to consumers’ motives for participating in product idea contests (PICs) in the fast-moving consumer goods sector. The research phases underlying the motive study are guided by a five-phase design science research process. As a result of this research process, two artefacts are developed: a multi-item motive scale and a factor analytic motive model. The motive model includes six participation motives – three intrinsic (enjoyment with creative tasks, altruism and search for new/better product solutions) and three extrinsic motives (material–financial reward, identification with the user community and positive feedback from participants/company). Finally, the motive model enables the derivation of recommendations for action for the PIC management.