Influência da cocriação na intenção de compra de consumidores que não participam da cocriação

Abstract

This paper proposes to investigate how consumers who do not participate in cocreation respond in relation to the intention of buying when new products from familiar and unfamiliar brands are co-created by consumers, checking for differences between the groups. The co-creation is a process in which the consumer and the company interact, sharing information and integrating resources to create value. Recent research has shown various effects that the co-creation brings to consumers who participated, however, little is known about the perception of consumers who do not participate in co-creation process, mainly related to purchase intentions and familiarity with the brand. Two experimental studies, one for familiar and another for unfamiliar brand were performed. The study design was a single factor, characterized by two groups (co-created product vs. non co-created product). The results showed that the co-creation does not affect the purchase intent of non participating consumers on familiar brand. But in unfamiliar brands, the co-creation of product influences the intention of buying it unfavourably.