march, 2019

13mar201912:00Analysis of the barriers to co-create on-line Josep Rialp Criado (Universitat Autònoma de Barcelona)
12:00
Activity:Research seminar

Event Details

Room 1037, 690 Building

Abstract: Purpose: this study is aimed to empirically measure the effect that the deterrents have on the users attitude towards co-creation online.
Design/methodology/approach: The data from two different Internet societies the UK (306 users) and Spain (307 users) have been collected and compared by performing multigroup analysis across context, age, gender, and education level using structural equation modeling approach.
Findings: (1) there is a distinction in the effect of the deterrents have on the attitude moderated by the context: in the case of the UK the deterrents don’t have a significant effect on the attitude towards co-creation online; (2) younger men exhibit a higher level of positive attitude and higher effect of the motivators towards attitude; on the contrary old women exhibit a higher level of the deterrents effect ; (3) the individuals with basic education level exhibit a higher level of the deterrents’ effect.
Research limitations/implications: The generalizability of the results across different cultures requires further examination and cross-validation.
Practical implications: The research indicates quantitatively to which degree the deterrents affect the attitude towards co-creation online, which in turn shapes the users’ participation behavior. The multigroup analysis of two different Internet cultures (Spain and the UK) provides practitioners with information how different contexts may affect the effect that deterrents and motivators may have of the attitude.
Originality/value: The first study up-to-date that empirically examines the effect the deterrents have on the attitude towards co-creation online simultaneously including the relationship that the motivators have on the same attitude.

Keywords: co-creation, online, deterrents, PLS-SEM.

Short Bio: Josep Rialp is associated professor of Marketing and Market Research at the Universitat Autònoma de Barcelona. His main research areas are international marketing, marketing metrics and international business. He is author or co-author of different articles published in international and national journals as: European Management Journal, Frontiers in Psychology, International Business Review, Journal of Business Research, Journal of International Marketing, Journal of Promotion Management, Journal of Research in Interactive Marketing, Journal of Small Business and Enterprise Development, Journal of Small Business Management, Journal of the Academy of Marketing Science, Spanish Journal of Marketing, Transformations in Business & Economics.

Organizer

Josep Rialp Criado (Universitat Autònoma de Barcelona)

Time

(Wednesday) 12:00

Location

Faculty of Economics and Business

Sala de Recepcions, Faculty of Economics and Business - UB, 690 Building


0 Comments

Leave A Comment