The cost of information sharing in co-creation: How privacy concerns influence the willingness to co-create
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2020-07-01
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en
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Through co-creation companies actively involve consumers in innovation processes and thereby derive reliable information on their wants and needs. This research examined the role of customers’ privacy concerns for the willingness to co-create in combination of an experiment and a follow-up questionnaire. First, the experiment revealed that explicitly communicating the co-creation facilitator’s high concern for a responsible handling of privacy issues, in addition to the juridical requirements, did neither raise the number of personal information types shared, nor enhance the willingness to co-create. Second, the questionnaire exposed several relationships: (a) privacy concerns were formed through a combination of the perceived privacy and security, (b) the disposition to share information was based on the combination of privacy concerns and perceived security and (c) the privacy concerns negatively influenced the willingness to co-create through the disposition to exchange personal data. Finally, a comparison of both parts showed that the respondents stated privacy concerns, while hesitating to share personal information or to engage in co-creation. This research contributes to the understanding the effect of privacy concerns in co-creation by indicating the importance of dialogue to counteract potential negative reactions on the motivation to engage in co-creation.
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Faculteit der Managementwetenschappen