Unravelling the Influence of Solver Valorization on Customers’ Intention to Participate in Future Ideation Contests
Keywords
Loading...
Authors
Issue Date
2024-07-02
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
The purpose of this study is to investigate the influence of solver valorization on customers’ intention to participate in future ideation contests. Additionally, it aims to examine the moderating role of corporate reputation and the mediating role of trust in this relationship. To obtain the results, a 2x2 factorial design experiment is conducted. In this design, the variables ‘solver valorization’ and ‘corporate reputation’ are each manipulated in two conditions, resulting in four different scenarios. The results show that solver valorization does not significantly influence customers’ intention to participate in future ideation contests. However, trust does directly influence this variable. Furthermore, corporate reputation significantly moderates the relationship between solver valorization and customers’ intention to participate in future ideation contests. This research contributes to the current body of literature by being the first to examine the influence of corporate reputation as a moderator and trust as a mediator on the relationship between solver valorization and customers’ intention to participate in future ideation contests. Moreover, it provides guidance to companies aiming to design ideation contests that increase customers’ future participation intention. Indeed, it is recommended that companies highlight their trustworthiness and, when leveraging recognition, positive reputation during an ideation contest.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen