How to co-create based on personality. The influence of personality traits on consumers’ motives of the willingness to co-create
The marketing perspective has changed from a goods-dominant (G-D) logic to a more service-dominant (S-D) logic. This change results in a service focus. In order to create value, not only participation of the company is required, but also the participation of the consumer. Therefore the concept co-creation has become increasingly important. This research examines how personality traits influence consumers’ motives of willingness to participate in the co-creation process of a company. Quantitative research has been conducted to investigate this relationship; more precisely, the data of a questionnaire, filled in by 265 respondents, has been used. By means of several hierarchical multiple regression analyses the hypotheses have been tested. It was expected that the Big Five personality traits: extraversion, agreeableness, consciousness, emotional stability and culture had a different effect on consumers’ motives of the willingness to co-create. However, the results of this research show, in contrary to the expectations; personality traits do not influence consumers’ motives of willingness to participate in the co-creation process with a company. Therefore, focusing on personality traits will not be effective to motivate consumers to co-create.
Faculteit der Managementwetenschappen