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Consumer adoption of online collaborative customer co‐design

Jihyeong Son (Apparel, Events, and Hospitality Management Department, Iowa State University, Ames, Iowa, USA)
Amrut Sadachar (Apparel, Events, and Hospitality Management Department, Iowa State University, Ames, Iowa, USA)
Srikant Manchiraju (Apparel, Events, and Hospitality Management Department, Iowa State University, Ames, Iowa, USA)
Ann Marie Fiore (Apparel, Events, and Hospitality Management Department, Iowa State University, Ames, Iowa, USA)
Linda S. Niehm (Apparel, Events, and Hospitality Management Department, Iowa State University, Ames, Iowa, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 17 August 2012

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Abstract

Purpose

“Collaborative customer co‐design websites” (CCCWs), reflect a combination of co‐design and social networking. While this technology is presently emerging, little research has explored consumer perception of the underlying benefits and impediments of CCCW features. Therefore, the purpose of this paper is to investigate the perceived benefits and impediments offered by a CCCW and its influence on consumer acceptance of this technology.

Design/methodology/approach

The Technology Acceptance Model (TAM) with additional variables (perceived playfulness, perceived social risk, and mass confusion) was employed to examine the effects of CCCW features on consumers' beliefs about the CCCW and their consequent intention to use a CCCW. An online, scenario‐based survey was used to collect responses from college students (n=223). Data were analyzed using structural equation modeling.

Findings

Results of structural model testing indicated that perceived playfulness had the largest influence on intentions to use the CCCW. Additionally, perceived social risk associated with the CCCW negatively influenced consumers' intention to use the website. Contrary to expectations, mass confusion positively influenced consumers' intentions to use the CCCW.

Originality/value

Successful online co‐design retailers have begun to utilize social networking features for customer collaboration. Yet, there is scant research that explores the features leading to consumer acceptance of this technology during the collaborative customer co‐design process. Focusing on this problem, the present paper empirically tested perceived benefits and impediments regarding acceptance of a CCCW. The findings suggest that online retailers who adopt a CCCW as a business strategy may relay the value added benefits to consumers by: promoting how this technology relieves customers' perceived social risk; and underscoring the fun and enjoyment aspects of CCCWs to encourage website use and patronage.

Keywords

Citation

Son, J., Sadachar, A., Manchiraju, S., Fiore, A.M. and Niehm, L.S. (2012), "Consumer adoption of online collaborative customer co‐design", Journal of Research in Interactive Marketing, Vol. 6 No. 3, pp. 180-197. https://doi.org/10.1108/17505931211274660

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited