The large-scale adoption of the Internet and social media make transactions and interactions between businesses and customers easy, inexpensive, and highly efficient. Online crowdsourcing and co-creation
with customers are developments increasingly seen as attractive alternatives to traditional forms of innovation management. Online customers are willing to spend time and effort on collaborative innovation trajectories and so have a say in the development of new products and services. Identifying and recruiting capable and innovation-minded co-creation partners online is one of the main challenges of such collaborative innovation-focused processes; understanding the attitudes and motives of innovation-minded customers are the first steps in enticing and recruit these as innovation partners. In this study, we identify and classify customer motives for participating in online co-creation processes in two European countries: Spain and The Netherlands. More than a quarter of online customers are active co-creators and two co-creator profiles were identified in both countries, based the levels of motivation predisposition; Spanish online customers are more involved and enthusiastic co-creators than Dutch customers. The study confirms that financial motives are not the main reason for co-creation; highly motivated customers are motivated by product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.
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