Effect of Other Users' Performance on Consumer's Creativity in Value Co-creation

doi:10.15936/j.cnki.1008-3758.2021.03.005

Abstract

Abstract: Consumers will refer to the design of other users when they are participating in value creation. Based on the social learning theory， this paper studies the effect of other users' behavior on the creativity of consumers who participate in value creation through two experiments. It is found in the study that compared with the performance of low-level users， high-level users' performance will significantly improve the creativity of consumers who participate in value creation. The inspiration of consumers inspired by high-level user performance mediates this process. In addition， the higher the level of consumer openness or consumer knowledge， the more significant the improvement of consumer creativity will be.

Key words: value co-creation; social learning; performance level; inspiration; creativity

CLC Number:

F274

ZHANG Hao， LYU Xiaolin. Effect of Other Users' Performance on Consumer's Creativity in Value Co-creation[J]. Journal of Northeastern University(Social Science), 2021, 23(3): 30-38.

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