Motives and barriers affecting consumers’ co-creation in the physical store
Motives and barriers affecting consumers’ co-creation in the physical store
复制标题
影响消费者在实体店共创的动机和障碍
DOI：
10.1080/09593969.2019.1687103
复制
发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Karina T. Liljedal
中科院分区：
文献类型：
--
作者：
M. Schüler;Michelle Fee Maier;Karina T. Liljedal
摘要电子商务的兴起引起了消费者行为的巨大变化，给实体店带来了压力，要求他们提供更加个性化和以服务为导向的产品。本文研究了零售商在这种情况下可能采用的一种策略：店内消费者共同创造。研究主要集中在新产品和服务开发中基于在线的消费者共同创造。我们认为，随着人们越来越关注实体零售中的数字化和消费者体验，这种类型的共同创造将越来越多地发生在店内。在对从业者进行了预先研究之后，我们的主要研究使用了20个基于Euro的半结构化访谈，在这些访谈中，我们分别确定了消费者愿意和不愿意在店内创建和选择新产品的八个消费者动机和七个障碍。一些动机，如道德，自我效能和一致的报告时，恢复的障碍，由于消费者的关注数据隐私，自我效能感的低水平和假设，该技术可能是有缺陷的。其他动机在很大程度上与现有的关于共同创造动机的研究重叠，而其他障碍主要涉及商店内共同创造的基础技术和物理环境。研究结果进一步表明，消费者在线与店内共同创造不同。店内似乎特别适合更多与营销相关的共同创造方面，更强调游戏性和购买意图。因此，零售商的实际影响进行了讨论。
ABSTRACT The rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure on physical stores to offer a more personalised and service-oriented offering. This paper investigates one strategy retailers might apply in this context: in-store consumer co-creation. Research has predominantly focused on online-based consumer co-creation in new product and service development. We argue that with increased focus on digitalisation and consumer experiences in physical retail, this type of co-creation will increasingly take place in-store. Following a pre-study with practitioners, our main study uses 20 scenario-based semi-structured interviews, where we identify eight consumer motives and seven barriers that underlie consumers’ willingness and reluctance to create and select new products in-store, respectively. Some motives, such as ethical, self-efficacy, and concerted are reported as barriers when reverted, due to consumers’ concerns regarding data privacy, low levels of perceived self-efficacy and assumptions that the technology might be flawed. Other motives largely overlap existing research on motives for co-creation whereas other barriers predominantly pertain to the underlying technology and the physical setting of co-creation in-store. The findings further indicate that consumers co-create differently online versus in-store. In-store seems particularly suitable for more marketing related aspects of co-creation, with a stronger emphasis on playfulness and purchase intentions. Practical implications for retailers are therefore discussed.
影响因子：
16.4
作者：
Ryan, RM;Deci, EL
通讯作者：
Deci, EL