| Abstract [eng] |
Scientific publications analysis revealed six factors that motivate consumers to participate in co-creation: educational, social, personal, hedonic, financial and psychological. All of these factors can be found in publications of scientists. Empirical study confirms assumptions of motivational factors influencing consumers to participate in co-creation, also it is important to mention that the biggest influences to participate in co-creation for consumers were educational and personal ones which means that for consumers very important things are personal development, new and old knowledge developments which are related to their professional career, so we can assume that companies which want to motivate consumers to participate in co-creation has to provide relevant information that can be useful to the user's personal career, etc. Also, in the research it is stated that consumer types affect participation in co-creation, study results confirmed that the leading users are more likely to participate in co-creation than other users. It was also identified that not all motivational factors have a connection with a participation in co-creation forms, we can assume that for those who are involved in the overall design the social factors are not important and for those who are participating in the joint exercise the financial, psychological and personal factors are not important. The survey results can be excellent guidance to organizations which wants to effectively apply co-creation strategy and improve the quality of decisions related to consumer attraction and retention. |
