A novel framework of consumer co-creation for new service development

Abstract

Consumer co-creation can be seen as an attractive approach for companies for a variety of reasons. In particular, ideas generated through cocreation will more closely mirror consumers’ needs. Additionally, in Web 2.0, the consumers can be easily post their consuming article on the Internet. In the present study, we develop a new consumer co-creation framework: obtaining consuming data from the Internet, and using Grounded Theory (Strauss and Corbin, 1998) based Human-Centered Computing System (Hong, 2009) to investigate consumers’ needs or creations and to aid the company designing new products or services.