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



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