Ideas in Motion: The Role of Firm and Peer Feedback in Driving Continuance Customer Intention to Participate in Ideation Contests
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2023-07-12
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en
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The aim of this study is to look at the effects of both peer feedback and firm feedback separately and combined on the customers’ continuance intention to participate in the company’s future ideation contests. In order to research these effects, an experiment is carried out and distributed in the form of survey. Participants are randomly assigned to one of four groups and asked to score their continued desire to participate in future ideation competitions of the fictional company based on whether they received no feedback, peer feedback, firm feedback, or feedback from both sources.
The survey has been conducted with 165 participants. The analysis revealed that the firm and peer feedback on their own did not have positive effect on the continuance intention. However, the interaction effect between the peer and the firm feedback was significant. Moreover, when firm response is lacking in ideation competitions, peer feedback is an essential motivator in increasing a customers’ continued intention to participate in a future ideation contest. When both types of feedback are available, however, the intention to continue is not significantly different than when just peer input is present.
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Faculteit der Managementwetenschappen