Novel and practical idea generation: Consumer-to-consumer interactive behaviors and brand knowledge

Abstract

Purpose

Numerous studies have examined individual attitudes and behaviors in both face-to-face (FTF) communication and computer-mediated communication (CMC). However, little research has focused on differences between FTF communication and CMC with respect to idea generation for new product development or on the role of their individual characteristics. Thus, the purpose of this study is to examine the influences of FTF, CMC and brand knowledge on idea generation.

Design/methodology/approach

This study conducted a 4 × 2 quasi-experimental design to examine the effects of four types of interactive groups (low and high level of FTF × low and high level of CMC) and brand knowledge (low and high) on novel and practical idea generation. Data from168 members of the Mondeo Motor Club in Taiwan were assessed.

Findings

Participants with more FTF interaction were more likely to generate novelty ideas than practicality ideas. In addition, participants with high brand knowledge produced more novel and practical ideas compared with participants with low brand knowledge. However, the empirical findings did not support the moderating role of brand knowledge in the relationship between interactive behaviors and idea generations.

Research limitations/implications

The results of this study are relevant for facilitating the “novelty” and “practicality” ideas in virtual brand communities. However, this research examined a single community, which may limit the generalizability of its results to other virtual communities.

Originality/value

Few studies have focused on online idea generation from a consumer-to-consumer (C2C) interaction perspective. The results of this study can assist marketers to understand how C2C interactive behaviors differentiate the “novelty” and “practicality” ideas.

Citation

Ko, C.-H., Wu, S.-C. and Chen, C.-Y. (2018), "Novel and practical idea generation: Consumer-to-consumer interactive behaviors and brand knowledge", International Journal of Innovation Science, Vol. 11 No. 3, pp. 325-343. https://doi.org/10.1108/IJIS-10-2018-0101