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Co-Creation Intention; Presenting a Model of Antecedents and its Impact on Attitude Toward the Product (Case Study in Shatel Company) | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| مقاله 6، دوره 10، شماره 1، خرداد 2017، صفحه 143-174 اصل مقاله (932.99 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2017.60244 | ||
| نویسندگان | ||
| Morteza Soltani؛ Gholamreza Jandaghi؛ Parisa Forouzandeh Shahraki* | ||
| Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran | ||
| چکیده | ||
| Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumer’s value perception of co-creation and how it affects his behavior. Thus, this research intends to analyze the customers’ value perceptions of virtual co-creation, considering the effect of self-efficacy on the correlation between their perceived value and co-creation intention, and eventually study the impact of co-creation intention on attitude toward the product. To do so, Shatel’s voice of the customer website was selected as an example of virtual co-creation and a questionnaire was distributed among 446 customers of this company. Data were analyzed using Structural Equation Modeling and SPSS18 and Amos22 software. Results showed that customers perceived virtual co-creation valuable and self-efficacy had no significant impact on value perceptions of the participants regarding this process. Moreover, according to the findings, co-creation leads to positive attitudes toward the product. | ||
| کلیدواژه‌ها | ||
| attitude toward the product؛ Self-Efficacy؛ value-based TAM؛ virtual co-creation | ||
| عنوان مقاله [English] | ||
| قصد هم‌آفرینی محصول؛ ارائه ی مدلی از پیشایندها و تأثیرآن بر نگرش نسبت به محصول (پژوهشی در شرکت شاتل) | ||
| نویسندگان [English] | ||
| مرتضی سلطانی؛ غلامرضا جندقی؛ پریسا فروزنده شهرکی | ||
| استادیاز دانشگاه تهران | ||
| چکیده [English] | ||
| هم‌آفرینی مجازی ابزاری است که به بازاریابان کمک می‌کند تا درک بهتری از نیازهای مشتریان پیدا کنند و نرخ موفقیت محصولات جدید را افزایش دهند. با وجود اهمیت هم‌آفرینی در توسعة محصول جدید، مطالعات تجربی اندکی جهت تصریح این پدیده انجام شده است. به‌علاوه، این پژوهش‌ها غالباً سازمان محور است و دیدگاه ارزشی مشتری از هم‌آفرینی و چگونگی تأثیر این دیدگاه بر رفتار وی را نادیده می‌گیرد. بر این اساس، پژوهش حاضر درصدد است تا ارزش ادراکی مشتری از هم‌آفرینی مجازی را بسنجد، با در نظر گرفتن خودکارآمدی تأثیر این دیدگاه ارزشی بر قصد هم‌آفرینی را ارزیابی و در نهایت اثر قصد هم‌آفرینی بر نگرش نسبت به محصول را بررسی کند. بدین منظور بخش صدای مشتری وبسایت شاتل به عنوان نمونة پژوهش انتخاب شده است. پرسشنامه‌ای میان 446 نفر از مشتریان این شرکت توزیع و داده‌های حاصل با استفاده از روش مدل‌سازی معادلات ساختاری و به‌کمک نرم‌افزارهای SPSS18 و Amos22 تجزیه‌وتحلیل شد. نتایج نشان می‌دهد که مشتریان هم‌آفرینی مجازی را ارزشمند ادراک می‌کنند و حتی خودکارآمدی هم تأثیری بر دیدگاه ارزشی آن‌ها نسبت به این فرایند ندارد. بعلاوه، بر اساس یافته‌ها هم‌آفرینی منجر به نگرش مثبت نسبت به محصول می‌شود. | ||
| کلیدواژه‌ها [English] | ||
| خودکارآمدی, مدل ارزش‌محور پذیرش فناوری, نگرش نسبت به محصول, هم‌آفرینی مجازی | ||
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