Why Consumers Engage in Virtual New Product Developments Initiated By Producers

Why Consumers Engage in Virtual New Product Developments Initiated by Producers


Johann Füller, University of Innsbruck


In this article, I investigate why consumers engage in virtual new product developments initiated by producers. Drawing on motivation research found in related fields such as leisure, online communities, user innovation, and survey participation several intrinsic and extrinsic motives can be identified that may induce consumers’ engagement. In this empirical study, 825 consumers participating in a virtual development project were asked about their motivations. Six motivational factors could be extracted. Intrinsic interest in the innovation activity and curiosity are found to be the most important motives for consumers’ willingness to engage in further virtual development activities.


Johann Füller (2006) ,"Why Consumers Engage in Virtual New Product Developments Initiated By Producers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 639-646.


Johann Füller, University of Innsbruck, Marketing Group


NA - Advances in Consumer Research Volume 33 | 2006

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