The study examines the effect of consumer co-creation in different new product development stages on consumer loyalty, purchase intention and word-of-mouth. It also examines (a) the mediating role of consumer perceived value, (b) the moderating effect of product type (search goods vs. experience goods) and (c) the influence of product newness (high-level vs. low-level) on the moderating effect of product type. Two scenario-based experiments on real luxury buyers in China were conducted to test the proposed hypotheses.
The findings show that co-creation at the early (vs. late) stage have a greater positive impact on consumer loyalty, purchase intention and word-of-mouth. Moreover, consumer perceived value is found to mediate the relationship of consumer co-creation and consumer responses. Consumer value co-creation in the early stage has a greater positive effect on consumer loyalty and purchase intention for experience goods (vs. search goods). The moderating effect of the product type is influenced by product newness. When the level of the product newness is low, the moderating effect of the product type will be stronger. Managerial implications and recommendation for future research are discussed.
|Date of Award||2017|
- Department of Marketing and International Business
|Supervisor||Shing Chung Patrick POON (Supervisor)|