Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Consumers' Motivations for Co-creation on Continuance Participation and Advocacy Behavior Mediated by Empowerment

온라인 커뮤니티 내 공동창조 참여 동기가 임파워먼트를 매개로 지속적 참여 및 옹호 행동에 미치는 영향

  • Woo Bin Kim (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Namhee Yoon (Human Ecology Research Center, Korea University)
  • 김우빈 (충남대학교 의류학과) ;
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2022.08.23
  • Accepted : 2022.10.24
  • Published : 2022.12.31
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Abstract

The motivation behind consumers' voluntary participation plays a key role in determining the successful out-come of co-creation activities. This study, in the context of online-community-based co-creation, investigates the effect of consumers' motivation on continuance participation and advocacy intention by mediating perceived empowerment. We focused on analyzing the co-creation process of new product developments for beauty-related firms and platforms. A web survey was conducted on active users of the online beauty community who have participated in co-creation projects. A total of 226 responses were analyzed using SPSS 26.0 and AMOS 22.0 statistical programs. The findings illustrate that all motivations for participation (intrinsic, social, and financial) influenced perceived empowerment. This increased empowerment also positively affected continuance participation and advocacy intention for future co-creation projects. Furthermore, we explored the moderating role of the engagement period in the community regarding the relationship between participation motivation and empowerment. The results show, consumers with high intrinsic motivation greatly perceive empowerment when they have short-term engagement in the community; those with high social motivation strongly recognize empowerment when they have long-term engagement in the community. We provide valuable recommendations regarding how to make innovative co-creation experiences between beauty firms and consumers via an online-based community.

Keywords

Acknowledgement

본 논문은 2020년도 SNU-COSMAX TIC(Technology Incubation Center) 뷰티 신기술 진흥사업의 지원을 받아 수행되었으며 서울대학교 소프트파운드리연구소에서 관리하는 과제임(No. 0681-20200004).

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