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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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