Consumer Innovation in Online Computer Tuning Communities (22:00)

Johannes Gebauer, University of Innsbruck, Austria
Johann Fueller, University of Innsbruck, Austria
This movie introduces joint innovation creation activities in computer case modding and overclocking communities. Our documentary aims to provide in-depth insights into creative consumer behavior in online communities - beyond pure cognitive understanding - capturing emotions, gestures, and impressions of computer tuning valuable to get a deep understanding of online consumer innovation. The film explores why consumers modify and even create new computers. Further, it sheds light on the role of online communities during innovation creations and in the meaning and relevance of self-created computers for their builders. Our findings are based on 12 in-depth interviews conducted at the Games Convention in Leipzig, Germany in August 2006.
[ to cite ]:
Johannes Gebauer and Johann Fueller (2008) ,"Consumer Innovation in Online Computer Tuning Communities (22:00)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 879-879.