Differentiating Market Offerings Using Complexity and Co-Creation: Implications for Customer Decision-Making Uncertainty

Plötner, Olaf; Lakotta, Jan; Jacob, Frank

doi:10.2139/ssrn.1638534

Cited by 5 publications

(4 citation statements)

References 94 publications

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“…The result is most conclusions are skewed toward the believability of the hypotheses being tested in the model (Rigdon et al , 2020). Similarly, researchers are moving beyond the modeling of linear effects and increasingly examine complex nonlinear relationships among constructs of interest (Ahrholdt et al , 2019; Braun and Hadwich, 2017; Palmer, 2010; Pehrsson, 2011; Plötner et al , 2013). Inevitably, the emergence of more advanced analytical techniques and statistical methods facilitates and substantiates investigation of more complex models and analyses that provide the basis for amended findings and discussions.…”

Section: Predicting Consumer Behavior Using Partial Least Squares Structural Equation Modeling (Pls-sem)mentioning

confidence: 99%

Guest editorial

Hair

Cheah

Ringle

et al. 2021

EBR

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In recent years, society, technology, politics, economics and many other factors have affected and changed the way consumers behave. Consumer behavior is a major topic of interest in the social sciences, particularly in economics and marketing, which emerged only about 50 years ago. Indeed, the first issue of the Journal of Consumer Research was published in 1974, and prior to the late 1970s there was no formal coursework in consumer behavior in colleges of business. With the growing complexity of consumer behavior theories, researchers are increasingly moving away from generalized, universalistic models to more individualized, yet multifaceted models (Codini et al., 2018). For example, there is much more interest in unraveling the contingencies that characterize the differences between subgroups of individuals or environments.Universalistic models overlook the fact that customers differ in their responses to marketing strategies and tactics, decision-making approaches and purchase motivations, which can easily lead to erroneous conclusions in consumer behavior studies. Understanding such contingencies and their effect on behavior requires a rigorous assessment of both observed and unobserved heterogeneity. Moreover, the practical utility of most marketing studies is limited to hypotheses testing of theoretical relationships embedded in a nomological net (Hair et al., 2018a). The result is most conclusions are skewed toward the believability of the hypotheses being tested in the model (Rigdon et al., 2020). Similarly, researchers are moving beyond the modeling of linear effects and increasingly examine complex nonlinear relationships among constructs of interest (

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Section: Predicting Consumer Behavior Using Partial Least Squares Structural Equation Modeling (Pls-sem)mentioning

confidence: 99%

Guest editorial

Hair

Cheah

Ringle

et al. 2021

EBR

View full text Add to dashboard Cite

show abstract

“…Uncertainty reduction theory suggests that customers faced with decision making will experience limited confidence in their evaluation when they lack adequate information to work with because they will be less able to determine the extent to which a product would meet their needs (Furner et al , 2016). That is, decision-making uncertainty spurs customers to co-produce extensively to mitigate uncertainty (Plötner et al , 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

The opportunity and challenge of trust and decision-making uncertainty

Wang

Rouyer

2019

IJBM

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Purpose Value has been conceptualized as the result of co-creation involving service firms and customers. Currently, however, little is known about why and how customers engage in value co-creation with a service firm. Thus, the purpose of this paper is to explore the role of co-production in value co-creation in the context of banking services from the customers’ viewpoint. The literature has consistently examined the linear effects of trust and decision-making uncertainty on co-production. The study extends this research stream by considering the negative quadratic effects of trust and decision-making uncertainty on co-production. Therefore, this study not only examines the linear and negative quadratic effects of trust and decision-making uncertainty on co-production within a single, simultaneous model but also tests the effect of co-production on value co-creation. Moreover, this study includes and explores the moderating effects of service innovativeness and service effort on co-production in determining value co-creation. Design/methodology/approach The hierarchical moderated regression was used to test the hypotheses. Findings The findings support the positive linear effects and negative quadratic effects among trust, decision-making uncertainty and co-production. Meanwhile, the results indicate that co-production positively affect value co-creation. Service innovativeness and service effort enhance the effect of co-production on value co-creation. Originality/value This study shows the presence of the opportunity of trust and decision-making uncertainty, which confirms the existing literature, and the challenge of trust and decision-making uncertainty, which extends the literature. This study is the first one to shed light on the negative quadratic effects of trust and decision-making uncertainty on co-production. This study also offers insights into value co-creation and thus enhances the current understanding of value phenomena. Academics and practitioners would greatly benefit from a comprehensive understanding of co-production and the associated value co-creation for the parties involved.

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“…As a result, the value is co-created through a continuous interactive learning process and customer is involved in all the stages of service development; from joint problem definition to collaborative problem solving. Consequently, the customer value creation process is assumed as a non-linear, interactive, dynamic, and often unconscious process (Payne et al, 2008;Plötner, Lakotta and Jacob, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of co-creation on innovation capability and firm performance: a structural equation modeling

Hamidi

Gharneh

2017

AD-minister

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Traditional firms used to design products, evaluate marketing messages and control product distribution channels with no costumer interface. With the advancements in interaction technologies, however, users can easily make impacts on firms; the interaction between costumers and firms is now in peak condition in comparison to the past and is no longer controlled by firms. Customers are playing two roles of value creators and consumers simultaneously. We examine the role of co-creation on the influences of innovation capability and firm performance. We develop hypotheses and test them using researcher survey data. The results suggest that implement of co-creation partially mediate the effect of process innovation capability. We discuss the implications of these findings for research and practice on the depict and implement of unique value co-creation model.

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Differentiating Market Offerings Using Complexity and Co-Creation: Implications for Customer Decision-Making Uncertainty

Cited by 5 publications

References 94 publications

Guest editorial

Guest editorial

The opportunity and challenge of trust and decision-making uncertainty

Impact of co-creation on innovation capability and firm performance: a structural equation modeling

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