题名

The Impact of Money and Task Complexity on Consumer Co-Creation Intention

并列篇名

金錢與任務複雜度對於消費者共創意願之影響

作者

周思妤(Szu-Yu Chou)；陳雅玟(Ya-Wen Chen)

关键词

value co-creation ； intrinsic motivation ； monetary incentive ； crowding out effect ； task complexity ； 價值共同創造 ； 內在動機 ； 金錢誘因 ； 排擠效應 ； 任務複雜度

期刊名称

行銷評論

卷期/出版年月

15卷1期（2018 / 03 / 01）

页次

67 - 99

内容语文

英文
中文摘要

According to service-dominant logic, an increasing number of consumers co-create value with firms in the virtual environment. In practice, firms follow the notion that monetary incentives are the best way to motivate consumers to co-create value. In this research, the author applies the crowding-out effect to examine the impact of extrinsic rewards on consumers at different intrinsic motivation levels. The data came from 307 valid questionnaires collected by invitation. The invitation was effective for two weeks on a social media site, and the questionnaires were randomly issued to participants. Results show that monetary incentives are only useful for consumers with low co-creation intrinsic motivation, but not for those with high co-creation intrinsic motivation. This research also reveals that in the high task complexity condition, consumers with high intrinsic motivation are less likely to decrease their intention toward future co-creation, compared with those with low intrinsic motivation.
英文摘要

在服務主導邏輯中，有越來越多的消費者在虛擬環境中參與企業共同創造價值的活動，實務上，常見許多企業會利用金錢獎勵的誘因來鼓勵消費者參與共同創造，並視之為最好的方式。針對這個現象，本研究提出金錢排擠效應，來驗證金錢獎勵效果對於不同內在動機的消費者會有不同效果。本研究透過網路隨機發放並蒐集了307份有效問卷，研究結果顯示，金錢獎勵的誘因對於低內在動機的消費者比較有效。此外，本研究也發現在高任務複雜度的情境下，高內在動機的消費者，相對於低內在動機的消費者，比較不會降低其未來共創的意願。
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Amabile, T. M.(1996).Creativity in Context: Update to the Social Psychology of Creativity.Hachette UK.
  2. Amabile, T. M.(1985).Motivation and creativity: Effects of motivational orientation on creative writers.Journal of Personality and Social Psychology,48(2),393-399.
  3. Brodie, R. J.,Hollebeek, L. D.,Juric, B.,Ilic, A.(2011).Consumers engagement: Conceptual domain, fundamental propositions, and implications for research.Journal of Service Research,14(3),252-271.
  4. Burroughs, J. E.,Dahl, D. W.,Moreau, C. P.,Chattopadhyay, A.,Gorn, G. J.(2011).Facilitating and rewarding creativity during new product development.Journal of Marketing,75(4),53-67.
  5. Campbell, D. J.(1988).Task complexity: A review and analysis.Academy of Management Review,13(1),40-52.
  6. Cellar, D. F.,Posig, M.,Johnson, D.,Janega, D.(1993).Effects of social cues, task complexity, and sex on intrinsic motivation and task perceptions: A test of the task-instrumentality hypothesis.Basic and Applied Social Psychology,14(1),87-102.
  7. Deci, E. L.,Koestner, R.,Ryan, R. M.(1999).A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation.Psychological Bulletin,125(6),627-628.
  8. Deci, E. L.,Ryan, R. M.(1985).Intrinsic Motivation and Self-Determination in Human Behavior.Springer Science & Business Media.
  9. Dong, B.,Evans, K. R.,Zou, S.(2008).The effects of customer participation in co-created service recovery.Journal of the Academy of Marketing Science,36(1),123-137.
  10. Dunnette, M. D.(Ed.),Fleishman, E. A.(Ed.)(1982).Human Performance and Productivity.Psychology Press.
  11. Frey, B. S.,Jegen, R.(2001).Motivational interactions: Effects on behaviour.Annales d'Economie et de Statistique,63/64,131-153.
  12. Frey, B. S.,Oberholzer-Gee, F.(1997).The cost of price incentives: An empirical analysis of motivation crowding-out.The American Economic Review,87(4),746-755.
  13. Füller, J.(2006).Why consumers engage in virtual new product developments initiated by producers.Advances in Consumer Research,Duluth, MN:
  14. Füller, J.(2010).Refining virtual co-creation from a consumer perspective.California Management Review,52(2),98-122.
  15. Füller, J.,Hutter, K.,Faullant, R.(2011).Why co‐creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions.R&D Management,41(3),259-273.
  16. Füller, J.,Matzler, K.,Hoppe, M.(2008).Brand community members as a source of innovation.Journal of Product Innovation Management,25(6),608-619.
  17. Füller, J.,MüHlbacher, H.,Matzler, K.,Jawecki, G.(2009).Consumer empowerment through internet-based co-creation.Journal of Management Information Systems,26(3),71-102.
  18. García-Haro, M. Á .,Martínez-Ruiz, M. P.,Martínez-Cañas, R.(2015).The influence of value co-creation on consumer satisfaction: A mediating role of consumer motivation.International Journal of Online Marketing (IJOM),5(4),60-83.
  19. Gerow, J. E.,Ayyagari, R.,Thatcher, J. B.,Roth, P. L.(2013).Can we have fun@ work? The role of intrinsic motivation for utilitarian systems.European Journal of Information Systems,22(3),360-380.
  20. Gibson, R.(2012).Encouraging customer co‐creation online: Why money doesn't matter.Design Management Review,23(1),58-62.
  21. Grönroos, C.(2011).Value co-creation in service logic: A critical analysis.Marketing Theory,11(3),279-301.
  22. Hackman, J. R.,Oldham, G. R.(1980).Work Redesign.FT Press.
  23. Hoyer, W. D.,Chandy, R.,Dorotic, M.,Krafft, M.,Singh, S. S.(2010).Consumer cocreation in new product development.Journal of Service Research,13(3),283-296.
  24. Jaakkola, E.,Alexander, M.(2014).The role of customer engagement behavior in value co-creation: a service system perspective.Journal of Service Research,17(3),247-261.
  25. Jawecki, G.(2008).Differences in motives to innovate, to engage in innovation activities, and to collaborate with producers-the chase of iLounge and iPod hacks.15th International product development management conference
  26. Jussila, J. J.,Kärkkäinen, H.,Leino, M.(2011).Benefits of social media in business-to-business customer interface in innovation.Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments
  27. Kambil, A.,Friesen, G. B.,Sundaram, A.(1999).Co-creation: A new source of value.Outlook Magazine,3(2),23-29.
  28. Kumar, V.,Aksoy, L.,Donkers, B.,Venkatesan, R.,Wiesel, T.,Tillmanns, S.(2010).Undervalued or overvalued consumerss: capturing total consumers engagement value.Journal of Service Research,13(3),297-310.
  29. Lee, S. M.,Olson, D. L.,Trimi, S.(2012).Co-innovation: convergenomics, collaboration, and co-creation for organizational values.Management Decision,50(5),817-831.
  30. Lepper, M. R.(Ed.),Greene, D.(Ed.)(2015).The Hidden Costs of Reward: New Perspectives on The Psychology of Human Motivation.Psychology Press.
  31. Liu, P.,Li, Z.(2012).Task complexity: A review and conceptualization framework.International Journal of Industrial Ergonomics,42(6),553-568.
  32. Locke, E. A.,Shaw, K. N.,Saari, L. M.,Latham, G. P.(1981).Goal setting and task performance: 1969-1980.Psychological Bulletin,90(1),125-152.
  33. Luo, N.,Zhang, M.,Liu, W.(2015).The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China.Computers in Human Behavior,48,492-499.
  34. Lusch, R. F.,Vargo, S. L.(2014).The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions.Routledge.
  35. Lusch, R. F.,Vargo, S. L.,O'Brien, M.(2007).Competing through service: insights from service-dominant logic.Journal of Retailing,83(1),5-18.
  36. Malhotra, Naresh K.(ed.)(2010).Review of Marketing Research.Emerald Group Publishing Limited.
  37. Malik, M. A. R.,Butt, A. N.,Choi, J. N.(2015).Rewards and employee creative performance: Moderating effects of creative self ‐efficacy, reward importance, and locus of control.Journal of Organizational Behavior,36(1),59-74.
  38. Murthy, N. N.,Challagalla, G. N.,Vincent, L. H.,Shervani, T. A.(2008).The impact of simulation training on call center agent performance: A field-based investigation.Management Science,54(2),384-399.
  39. Nambisan, S.,Baron, R. A.(2007).Interactions in virtual customer environments: Implications for product support and customer relationship management.Journal of Interactive Marketing,21(2),42-62.
  40. Nunnally, J.(1978).Psychometric Methods.McGraw-Hill.
  41. Oreg, S.,Nov, O.(2008).Exploring motivations for contributing to open source initiatives: The roles of contribution context and personal values.Computers in Human Behavior,24(5),2055-2073.
  42. Payne, A. F.,Storbacka, K.,Frow, P.(2008).Managing the co-creation of value.Journal of the Academy of Marketing Science,36(1),83-96.
  43. Piller, F. T.,Vossen, A.,Ihl, C.(2012).From social media to social product development: the impact of social media on co-creation of innovation.Die Unternehmung,66(1),7-27.
  44. Prahalad, C. K.,Ramaswamy, V.(2004).Co-creation experiences: The next practice in value creation.Journal of Interactive Marketing,18(3),5-14.
  45. Ryan, R. M.,Deci, E. L.(2000).Intrinsic and extrinsic motivations: Classic definitions and new directions.Contemporary Educational Psychology,25(1),54-67.
  46. Sawhney, M.,Verona, G.,Prandelli, E.(2005).Collaborating to create: The Internet as a platform for customer engagement in product innovation.Journal of Interactive Marketing,19(4),4-17.
  47. Schreier, M.,Fuchs, C.,Dahl, D. W.(2012).The innovation effect of user design: Exploring consumers' innovation perceptions of firms selling products designed by users.Journal of Marketing,76(5),18-32.
  48. Shi, M.,Wojnicki, A. C.(2014).Money talks to online opinion leaders: what motivates opinion leaders to make social-network referrals?.Journal of Advertising Research,54(1),81-91.
  49. Skinner, B. F.(1953).Science and Human Behavior.Simon and Schuster.
  50. Trischler, J.,Pervan, S. J.,Kelly, S. J.,Scott, D. R.(2017).The value of codesign: The effect of customer involvement in service design teams.Journal of Service Research,21(1),75-100.
  51. Vallerand, R. J.(1997).Toward a hierarchical model of intrinsic and extrinsic motivation.Advances in Experimental Social Psychology,29,271-360.
  52. Vargo, S. L.,Lusch, R. F.(2004).Evolving to a new dominant logic for marketing.Journal of Marketing,68(1),1-17.
  53. Vargo, S. L.,Lusch, R. F.(2008).Service-dominant logic: Continuing the evolution.Journal of the Academy of Marketing Science,36(1),1-10.
  54. Vernette, E.,Hamdi-Kidar, L.(2013).Co-creation with consumers: who has the competence and wants to cooperate.International Journal of Market Research,55(4),539-561.
  55. Woolley, K.,Fishbach, A.(2016).For the fun of it: Harnessing immediate rewards to increase persistence in long-term goals.Journal of Consumer Research,42(6),952-966.
  56. Zwass, V.(2010).Co-creation: Toward a taxonomy and an integrated research perspective.International Journal of Electronic Commerce,15(1),11-48.
print cancel