Influence of co-creation signals on observers’ co-creation willingness: A self-determination theory perspective

Abstract

With the service-dominant logic gradually replacing the traditional commodity-dominant reason, co-creating value with consumers has become an essential marketing practice for enterprises. As a critical information carrier in enterprise marketing communication, the co-creation signal impacts co-creation observers. Enterprises are now exploring how to effectively release co-creation signals to attract most observers to participate in value creation activities actively. Based on self-determination theory, this study investigates the influence mechanism of co-creation signals on observers’ willingness to co-create and the moderating role of mental simulation through the experimental method. The conclusions are as follows: (a) The co-creation signal has a significant positive effect on the co-creation intention of observers. Self-designed co-creation signals generate more important co-creation willingness than self-produced co-creation signals; (b) Self-determination and its dimensions mediate the relationship between co-creation signals and the observer’s co-creation willingness; and (c) Mental simulation moderates the relationship between co-creation signal and self-determination. This study has important theoretical significance in enriching co-creation signals and mental simulation research. It also provides management implications for enterprises to release co-creation signals and optimize co-creation marketing practices effectively.

Employee-Driven Brand Value Co-Creation: A Systematic Review and Prospective Research Framework

“…Building customer relationships (Zhang et al, 2022).and enhancing customer engagement (Mursid & Wu, 2022)were the focal points of the VCC process in the most of the VCC research that has been carried out. The majority of the VCC research has been carried out in the context of customer-to -business perspective.…”