• Journal of Distribution Science
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• v.14 no.12
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• pp.107-118
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• 2016

Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.1088-1104
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• 2022

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.

• Knowledge Management Research
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• v.18 no.2
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• pp.1-22
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• 2017

Knowledge creation has become one of core assets for companies' survival and success, companies are putting their effort to find the way to stimulate sharing knowledge among their workers. In this vein, the purpose of this study was to examine the effect of supervisor support and co-worker support on knowledge sharing and the mediating effects of work engagement. 328 employees from varity of organizations located in Korea particiapted for questionnaire survey. Structural equation modeling was used to analyze the data. The result has shown that the static correlation exists between supervisor support, co-worker support and work engagement. Co-worker support had positive influences on knowledge sharing intention. However, supervisor support did not have any influence on knowledge sharing intention. There was a mediate effect of work engagement between both of supervisor and co-worker support and knowledge sharing intention. The study implies that co-worker support is important in order to improve organizational learning and work engagement as a strategy to enhance organizational performance.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• World Technopolis Review
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• v.5 no.1
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• pp.30-46
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• 2016

This paper is intended as an opening of a dialog on how to apply platform thinking in the development of innovation environments. It will briefly describe a new STP (Science and Technology Park) concept called 3GSP (Third Generation Science Park), which is gaining momentum in Finland. The paper explains the fundamental changes that are currently taking place in the global innovation environment and explains why platform thinking is becoming an essential element in ecosystem development. The theoretical background and classifications of platforms are described and the benefits to be gained from STP perspective are highlighted. The paper emphasizes especially the role of so called 'competence platforms' and explains the main characteristics of a fully working competence platform. The role of competence platforms in understanding serendipity and as a fundamental factor in building the team is also highlighted. The paper analyses from STP perspective several practical examples, where platform thinking supports the emergence of new innovation environments, including Urban Mill (Finland) and Meetberlage (Netherlands). The requirements for comprehensive competence platform services are presented and their potential to support community building and therefore ecosystem development is illustrated. This analysis will provide STP practitioners with new models for applying platform thinking and will help to establish co-creation, open innovation and serendipity management practices. The case studies presented will help STP management teams to evaluate the benefits of competence platforms in different contexts.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.1-13
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• 2021

This study postulates that Government as a Platform(GaaP) could be a next generation government model, drawing activation strategy from success factors of webtoon platform by NAVER. It suggests success factors of Naver webtoon case based on three main components of platform strategy. First, in the aspect of platform infrastructure, Naver webtoon was established based on powerful portal site by parent company Naver and improved platform accessibility through using webtoon without login. Second, in the aspect of stakeholder engagement, Naver webtoon has offed webtoon at no cost and it has taken an intermediary role for supporting the stakeholders with PPS. Third, in the aspect of outputs production, Naver webtoon offered real time feedback from webtoon users that could affect webtoon production and established incubating system that allow users to create their webtoon. And due to PPS, it makes possible to various create second outputs based on webtoon, which can contribute to activating webtoon ecosystem.

• Informatization Policy
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• v.30 no.4
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• pp.113-137
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• 2023

This study aims to conduct the classification of Government as a Platform (GaaP) in a situation where the concept of GaaP can be diversely recognized. This is because inclusiveness and ambiguity in the concept of GaaP can hinder policy enforcement by working-level officials in the public sector. It drew the criteria for classification for GaaP based on literature and cases for GaaP. In the technical aspect, considering data as an overarching factor, the integrated system platform integrating the information system or websites of the public sector and the data platform as a single portal for open data to external stakeholders were sorted. In the governance aspect considering stakeholder as an overarching factor, the communication platform utilized for interaction between public and private sectors and the co-creation platform that encourages public-private partnership to create innovative outcomes were sorted. It suggested an actual implementation case and the policy implication according to each type of GaaP. Additionally, according to the classification of GaaP, it conducted contents analysis as to which type of GaaP the domestic Digital Platform Government belongs to based on its detailed assignment. Based on the classification of GaaP, it drew balanced implementation for various types of GaaP, plan for promoting the participation and collaboration of stakeholders, and necessity of restructuring and reinventing of the public sector as policy implications for the domestic digital platform government.