What motivates creative consumers to participate in virtual new product development?
Johann Füller, University of Innsbruck and HYVE AG
This study investigates why creative consumers participate in virtual new product developments. Eighthundred twenty-five consumers that participated at least in one development project were surveyed. Intrinsic interest in innovation activities turned out to be the main driver. The results indicate that creative consumers are more motivated than less creative ones.
A paper is available from the author upon request (click here).