I am. Therefore, I will? Predicting customers' willingness to co-create using five-factor theory.
In: Journal of Service Management, Jg. 34 (2023-05-01), Heft 3, S. 341-367
academicJournal
Zugriff:
Purpose: Customers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC). Design/methodology/approach: Based on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM). Findings: The authors' empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC. Originality/value: This study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC. [ABSTRACT FROM AUTHOR]
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Titel: |
I am. Therefore, I will? Predicting customers' willingness to co-create using five-factor theory.
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Autor/in / Beteiligte Person: | Vermehren, Pascal David ; Burmeister-Lamp, Katrin ; Heidenreich, Sven |
Zeitschrift: | Journal of Service Management, Jg. 34 (2023-05-01), Heft 3, S. 341-367 |
Veröffentlichung: | 2023 |
Medientyp: | academicJournal |
ISSN: | 1757-5818 (print) |
DOI: | 10.1108/JOSM-03-2021-0088 |
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