Consumer participation in co-creation : investigating the moderating role of empathy

Abstract EN

the current study explores one of the boundary
conditions under which customers decide to engage in cocreation
activities which is empathy.

A sample of 103
participants were recruited and between-subjects experimental
design with two groups (treatment vs.

control) were
employed.

Hayes PROCESS model 1 were utilized for data
analyses.

The finding did not provide support for any of the
empathy subscales as a moderator of the link between cocreation
and both behavioral intentions and word of mouth
communication intentions.

Thus, regardless of the level of
empathetic orientation an individual co-creation produces a
positively strong direct impact on both behavioral intentions
and word of mouth communication intentions.

Future research
should consider testing this link using different types of cocreation
(e.

g.

, co-creation for others) to provide deeper
understanding on the role of empathy.