Consumer Participation in Co-creation: Investigating the Moderating Role of Empathy | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 32, Volume 8, ملحق العدد الثالث, July 2017, Pages 1-25 PDF (737.42 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2017.51649 | ||
| Author | ||
| Reem Refai Ahmed Mahmoud* | ||
| Abstract | ||
| Abstract The current study explores one of the boundary conditions under which customers decide to engage in co-creation activities which is empathy. A sample of 103 participants were recruited and between-subjects experimental design with two groups (treatment vs. control) were employed. Hayes PROCESS model 1 were utilized for data analyses. The finding did not provide support for any of the empathy subscales as a moderator of the link between co-creation and both behavioral intentions and word of mouth communication intentions. Thus, regardless of the level of empathetic orientation an individual co-creation produces a positively strong direct impact on both behavioral intentions and word of mouth communication intentions. Future research should consider testing this link using different types of co-creation (e.g., co-creation for others) to provide deeper understanding on the role of empathy. | ||
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