Innovation Creation in Online Consumer Communiities--How Computer Tuners Jointly Develop New Products

This paper introduces joint innovation creation activities in computer case modding and overclocking communities. It explores the impact of community members’ motivations on their specific innovation behavior and innovation interests. Our research shows that members’ motives to tune computers differ from their motives to engage in innovation creation activities in online communities. Further, members’ behavior as well as innovation focus depends on their set of motives. Performance oriented community members for example often come up with more extreme solutions than application oriented community members who favor usability. This research contributes to a deeper understanding of consumer innovations in online communities.


Johann Fueller and Eric Von Hippel (2008) ,"Innovation Creation in Online Consumer Communiities--How Computer Tuners Jointly Develop New Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 63-66.


Johann Fueller, University of Innsbruck, Austria
Eric Von Hippel, Massachusetts Institute of Technology


NA - Advances in Consumer Research Volume 35 | 2008

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