Consumer Participation in Co-creation : Investigating the Moderating Role of Empathy
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | Mahmoud, Reem Refai Ahmed (Author) |
| المجلد/العدد: | مج8, ملحق |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2017
|
| الصفحات: | 1 - 25 |
| DOI: |
10.21608/JCES.2017.51649 |
| ISSN: |
2090-3782 |
| رقم MD: | 890209 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
32
| المستخلص: |
The current study explores one of the boundary conditions under which customers decide to engage in co-creation activities which is empathy. A sample of 103 participants were recruited and between-subjects experimental design with two groups (treatment vs. control) were employed. Hayes PROCESS model 1 were utilized for data analyses. The finding did not provide support for any of the empathy subscales as a moderator of the link between co-creation and both behavioral intentions and word of mouth communication intentions. Thus, regardless of the level of empathetic orientation an individual co-creation produces a positively strong direct impact on both behavioral intentions and word of mouth communication intentions. Future research should consider testing this link using different types of co-creation (e.g., co-creation for others) to provide deeper understanding on the role of empathy. |
|---|---|
| ISSN: |
2090-3782 |
عناصر مشابهة
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Utility of the Theory of Planned Behavior for Predicting Consumers’ Intentions toward Involvement in Co-Creation Activities
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