How my product works and how it looks: Effects of functional and aesthetic co-creation and the role of product expertise

摘要

While past research has successfully shown that co-creation increases both customers' and companies' value, the possible effects of different types of co-creation have broadly been neglected. This study investigates the influence of the extent of functional and aesthetic co-creation on customers' quality perceptions of the co-created product and the mediating role of customers' satisfaction with the co-creation process. Results from a field study show that the extent of aesthetic co-creation positively influences customers' quality perceptions of the co-created product through satisfaction with the co-creation process, while no direct effects exist for the extent of functional co-creation. Further, customers' level of product expertise positively moderates the relationship between the extent of functional co-creation and customers' quality perceptions of the co-created product through satisfaction with the co-creation process, while no moderating effect exists for the extent of aesthetic co-creation. The findings contribute significantly to both co-creation theory and practice.