Why Consumers Engage in Virtual New Product Developments Initiated by Producers

@inproceedings{Price2015WhyCE,
  title={Why Consumers Engage in Virtual New Product Developments Initiated by Producers},
  author={Linda Price},
  year={2015}
}
In this article, I investigate why consumers engage in virtual new product developments initiated by producers. Drawing on motivation research found in related fields such as leisure, online communities, user innovation, and survey participation several intrinsic and extrinsic motives can be identified that may induce consumers’ engagement. In this empirical study, 825 consumers participating in a virtual development project were asked about their motivations. Six motivational factors could be… CONTINUE READING

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