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The Moderating Effect of Activation Factors : An Empirical Study on the Motivation of Co-creation Participation
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 5,  2016, pp.227-236
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.5.227
 Title & Authors
The Moderating Effect of Activation Factors : An Empirical Study on the Motivation of Co-creation Participation
Kim, Na-Rang; Hong, Soon-Goo; Kim, Jong-Ki;
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 Abstract
Co-creation is an important approach to innovation that uses internal and external sources for value creation. This study identified the effects of intrinsic motivation, extrinsic motivation, and the moderating effects of activation factors using multiple regression and moderated multiple regression. To this end, 181 usable questionnaires were collected and analyzed. The result of analysis showed that intrinsic motivation had the significant meaning and the moderating effects of activation factors on the relationship between extrinsic motivation and co-creation participation exist. Companies may use this result to activate the co-creation participation of the customer. The future study analyzed by survey responses in multiple layers will improve the generalization of the study.
 Keywords
Co-creation;Participation;Intrinsic Motivation;Extrinsic Motivation;Activation Factors;Moderated Multiple Regression;
 Language
Korean
 Cited by
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