Motivations for User Participation in Co-Creation Communities Involving Companies

Abstract

Co-creation is becoming more and more important in development of new products by companies, by reflecting the ideas of users (consumers) and improving products based on their opinions. Reflecting the views of users can accurately meet the needs of the market and give a company an edge in the market. The challenge for companies to achieve results in co-creation is to get users to participate and contribute. This paper categorizes existing research on the motivations for user participation in co-creation communities in which companies are involved, based on self-determination theory. As a result of a review, the research is organized into three categories: no time concept, initial participation motives, and continuous participation motives. It is pointed out that motives that take into account the duration of users' participation are largely unexplored. Identifying motivations that include a time concept will provide hints for planning measures to encourage user participation and will contribute to planning of co-creation by companies and organizations.