13G the Mechanisms Underlying the Effect of Expected Effort on Willingness to Cocreate

New technologies create a knowledgeable consumer base for the consumer-firm cocreation of market offerings. Experimental results supported two mechanisms underlying the effect of expected effort on consumers’ willingness to cocreate: perceived probability of success and perceived value of cocreation. More importantly, this research discussed the relationship between these mechanisms.



Citation:

Xianfang Zeng and Mehdi Mourali (2019) ,"13G the Mechanisms Underlying the Effect of Expected Effort on Willingness to Cocreate", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1003-1003.

Authors

Xianfang Zeng, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More

Featured

Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.