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Factors Motivating Chinese Consumers to Co-create with Companies: An Empirical Study
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today consumers want to be more involved in the process of innovating and creating new products. They are able and willing to provide ideas for new goods or services that may fulfill needs that have not yet been met by the market or might improve on existing offerings. In other words, they want to co-create with the companies. The study will show what factors motivate Chinese consumers to co-create with companies, and how these factors influence co-creation. From previous research, there are four main factors that have been used to explain this phenomena: financial factors, social factors, technological factors, and psychological factors. However, according to the Chinese context and other previous studies, we propose two potential factors, one is cultural factors, the other is political factors. For methods, we use a two-step approach. Firstly, we use qualitative interview methods to collect primary data, to help us verify hypotheses about the topic. In the second step, we use a quantitative approach with a questionnaire to get data that we use to test our hypotheses in regression. From the result, we can see that except for social factors, all the other five factors have positive and significant effects on consumers’ co-creation with firms. The study suggests that when we research the motivation of consumers to co-create with companies in different countries or regions, beside the traditional four factors, the cultural factors and political factors should be considered.

Place, publisher, year, edition, pages
2017. , p. 56
Keywords [en]
Chinese consumers, co-creation attitude, motivations, culture, policy
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:uu:diva-325206OAI: oai:DiVA.org:uu-325206DiVA, id: diva2:1113908
Subject / course
Business Studies
Educational program
Master Programme in Social Sciences
Supervisors
Examiners
Available from: 2017-06-22 Created: 2017-06-22 Last updated: 2017-06-22Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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