Refining virtual co-creation from a consumer perspective

California Management Review

Volumn 52, Issue 2, 2010, Pages 98-122

  Füller, Johann ^a  

^a INNSBRUCK UNIVERSITY SCHOOL OF MANAGEMENT   (Austria)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77950313724     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.1525/cmr.2010.52.2.98     Document Type: Article

References (124)

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100. Except for age, gender, and education, consumer profiles vary significantly within the four identified clusters.
101. Multinominal logistic regression was conducted to test our propositions regarding the impact of consumers personalities on the set of motives that drive them to engage in co-aeation activities.
102. Several multiple as well as multinominal regressions were applled to analyze in more detail the influence of consumers motives on their expeaations towards future co-aeation projeas. The results show, consumers motives significantly affea their co-aeation preferences.
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106. Amabile, op. cit. In order to check direct as well as moderating effects of consumers personal charaaeristics on their expeaations towards virtual co-aeation, we followed the standard procedure suggested by Aiken and West.
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108. A median spllt of the calculated aeativity index was used as a dummy variable to distinguish between aeative (above median) and less-creative consumers (below median). Regression analyses were applied to determine direct as well as moderating effects of consumers cereative personality on their expectations towards co-ceation projects. To reduce multicolinearity between main and interaaion terms, independent variables were mean centered before entering them in the regression model.
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110. 2 indicates whether or not a moderating effect exists.
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123. Von Hippel (2001), op. cit.
124. J. Füller et al. (2006), op. cit.