Utility of the theory of planned behavior for predicting consumers' intentions toward involvement in co-creation activities

Abstract EN

The current study proposes an integrated framework to
assess consumers' decisions toward involvement in cocreation.

In doing so, the research extends the theory of
planned behavior by incorporating emotions.

In order to
accomplish our research objectives a sample of 103
participants were recruited and between-subjects experimental
design with two groups (treatment vs.

control) were
employed.

The research instrument based on scenario
manipulations and questionnaires.

Hayes PROCESS models
were utilized for data analyses.

The results show that attitudes
and emotions strongly influence consumers' intentions to
engage in co-creation activities.

Further, the hypothesized
effects of subjective norms and perceived behavioral control
were not confirmed.

In conclusion, our research yielded
significant theoretical and managerial implications.