MODELING CONSUMERS' CO-CREATION IN TOURISM INNOVATION

The primary purpose of this study is two-fold. First, this study proposes a model to explain the factors predicting consumers' intention to co-create based on the theory of planned behavior. More specifically, this study investigates how perceived benefits, perceived costs, subjective norms, and ability to co-create influence consumers' behavioral intentions toward tourism co-creation. Second, this study seeks to examine differences in the relationships among different constructs in the models in accordance with different contextual settings. To gain a richer understanding of consumers' co-creation behaviors, the study examines the impacts of different co-creation settings as moderating effects among the model's constructs. By using 2 X 2 factorial between-subjects design, two co-creation scale categories (radical and incremental) are matched with two co-creation intensity categories (high involvement and low involvement). The results of this study suggest that proposed antecedent constructs (perceived benefits, perceived costs, subjective norms, and abilities to co-create) are strong indicators to predict consumers' intention to co-create. The study also finds that different co-creation settings have strong moderating effects on the relationships among constructs in the co-creation intention model. The insights from the study results are discussed and important practical implications and subjects for further future research are presented.

Grantor dc:publisher

Temple University. Libraries

Year dc:date.issued

2012

Author dc:creator

• Lee, Geunhee

Advisor dc:contributor.advisor

• Tussyadiah, Iis

Committee members dc:contributor.committeemember

• Fesenmaier, Daniel R.
• Eisenstein, Eric
• DuCette, Joseph P.

• Management
• Marketing
• Co-creation
• Consumer
• Innovation

Statement dc:rights

• IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

eng

Dc Identifier Other

864885447

OAI identifier oai:identifier

oai:scholarshare.temple.edu:20.500.12613/1704