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Can Online Co-creation Influence Lead Users’ and Opinion Leaders’ Behaviors?

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Knowledge, Learning and Innovation

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

Abstract

This article aims to study the effects of online co-creation on consumer behavior in terms of customer loyalty and purchase intention. In contrast to the existing literature that focuses on the results of co-creation or on participants’ perceptions of companies using co-creation, we focus on lead userness and opinion leadership of consumers during new product and service development. The empirical study is based on 303 consumers from the fast-moving consumer goods industry. Our findings suggest that online co-creation has significant effects on lead userness, opinion leadership, and consumer behavior. Our findings further indicate that lead userness is a full mediator between online co-creation and opinion leadership. Our study contributes to the research gap about the effect of co-creation on consumer behavior of lead users—the most innovative of consumers—and opinion leaders, who have the capacity to influence other consumers.

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Authors and Affiliations

  1. Rennes School of Business, Rennes, France

    Mathilde Bru & Laurent Scaringella

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  1. Mathilde Bru
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  2. Laurent Scaringella
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Correspondence to Laurent Scaringella .

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Editors and Affiliations

  1. La Trobe University , Melbourne, Victoria, Australia

    Vanessa Ratten

  2. Polytechnic Institute of Porto , Porto, Portugal

    Vitor Braga

  3. University of Trás-os-Montes and Alto Do , Vila Real, Portugal

    Carla Susana Marques

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Bru, M., Scaringella, L. (2018). Can Online Co-creation Influence Lead Users’ and Opinion Leaders’ Behaviors?. In: Ratten, V., Braga, V., Marques, C. (eds) Knowledge, Learning and Innovation . Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-319-59282-4_3

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