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Co-Creating value: Motivation till att delta i Co-Creation via ett innovation community
Halmstad University, School of Information Technology.
Halmstad University, School of Information Technology.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

På senare år har organisationer börjat samarbeta med konsumenter för att tillsammans ta fram idéer och skapa nya produkter. Organisationen samskapar då ett värde tillsammans med konsumenterna, även kallat Co-Creation. Detta tillvägagångsätt har blivit allt vanligare tack vare utvecklingen av webbteknologin. Organisationer kan nu skapa innovation tillsammans med konsumenter online genom bland annat innovation communities. Syftet med studien var att undersöka vad som motiverar användare i organisationsdrivna communities att delta i CoCreation. Detta för att ge en ökad insikt kring hur ett innovation community kan skapas för att motivera konsumenter att bidra till Co-Creation. För att svara på detta genomförde vi en netnografisk studie bestående av observationer och intervjuer. Studien visade att användare motiveras av både inre och yttre motivationsfaktorer och att dessa är samverkande. Som bekräftat av tidigare studier ser vi också vikten av interaktion från organisationen sida. I uppsatsen tas problem upp som kan påverka användares motivation till att bidra. Vi tar även upp vilken betydelse de yttre motivationsfaktorer har och hur dessa påverkar användarens inre motivation.

Abstract [en]

In recent years, organizations have begun to work with consumers to jointly develop ideas and create new products. The organization co-create a value with consumers, also known as co-creation. This approach has become increasingly common, thanks to the development of Web technology. Organizations can now create innovation together with consumers online, for example through innovation communities. The aim of the study was to examine what motivates users in the organization driven online communities to participate in co-creation. This is to give greater insight into how an innovation community can be created to motivate consumers to contribute to co-creation. To answer this research question, we conducted a netnographic study consisting of observations and interviews. The study showed that users are motivated by both intrinsic and extrinsic motivational factors and that they co-operate. As confirmed by previous studies we also see the importance of interaction from the organization. In this thesis we address issues that can affect users' motivation to contribute. We also discuss the importance of the extrinsic motivational factors and how they affect the users’ intrinsic motivation.

Place, publisher, year, edition, pages
2015. , 41 p.
Keyword [en]
Co-Creation, Motivation, Online Community, Innovation Community
Keyword [sv]
Co-Creation, Motivation, Online Community, Innovation Community
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:hh:diva-29799OAI: oai:DiVA.org:hh-29799DiVA: diva2:873033
Subject / course
Information Technology
Supervisors
Examiners
Available from: 2015-11-23 Created: 2015-11-22 Last updated: 2015-11-23Bibliographically approved

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Co-Creating value: Motivation till att delta i Co-Creation via ett innovation community(1146 kB)84 downloads
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CiteExportLink to record
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Citation style
  • apa
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