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Quando uma compra e feita, os consumidores são obrigados a deliberar entre uma escolha mais hedónica ou uma mais utilitária. Durante vários anos investigadores têm tentado perceber esta processo de decisão, em que os consumidores tendem a preferir atributos hedónicos, mas acabam por escolher a opção utilitária por causa do sentimento de culpa presente quando se escolhe a opção hedónica. Cocriação aparece como um meio para justificar o consumo hedónico sobre o utilitário, uma vez que os consumidores sabem exatamente as necessidades do mercado geral. Portanto, esta dissertação pretende explorar o efeito de os consumidores que observam saberem que um produto hedónico foi cocriado. A influencia da cocriação nas perceções dos consumidores sobre as dimensões do produto foi analisada medindo a perceção de similaridade com a fonte de criação, as dimensões utilitárias e hedónicas e a intenção de compra. As hipóteses foram testadas através de um uma experiência 2 (modo de designe: cocriação, empresa) x 2 (fonte de similaridade: alta, baixa) entre sujeitos, em que os participantes completaram um questionário e avaliaram determinadas dimensões do produto. Os resultados mostram que aqueles que se sentem similares à comunidade participante mostram maior intenção de compra em relação aos produtos hedónicos cocriados. Para além disso, a perceção das dimensões utilitárias nos produtos hedónicos é um importante impulsionador da preferência por opções hedónicas cocriadas. O estudo complementa a literatura anterior fornecendo outra estratégia para destacar os produtos hedónicos, através do envolvimento dos consumidores, e aos gestores, mostra que a cocriação pode criar uma vantagem competitiva quando comparado com produtos desenvolvidos por profissionais.
Whenever a purchase is made, consumers must deliberate between making a more hedonic choice or a utilitarian one. For several years researchers have been trying to understand this decision-making process, whereas consumers tend to prefer hedonic attributes but end up choosing utilitarian options due to some guilt felt whenever choosing a hedonic option. Co-creation comes as a means to justify hedonic consumption over the utilitarian, since consumers know exactly what the general market needs. Therefore, this dissertation sets to explore the effect of observing consumers learning about a hedonic product being co-created. The influence of co-creation on the consumer’ perception of the product dimensions was analyzed by measuring the perceived similarity to the source of creation, utilitarian and hedonic dimensions and willingness to purchase. The hypotheses were tested using a 2 (design mode: co-creation, firm) x 2 (source similarity: high, low) between subject design. in which participants would respond to a questionnaire and evaluate a certain product’ dimensions. The results showed that those who perceive themselves as similar to the participating community show higher purchase intentions towards co-created hedonic products. Moreover, the perception of utilitarian dimensions on hedonic products is an important determinant for co-created hedonic options. The study complements the previous literature by providing another strategy to highlight hedonic products, through consumers’ participation, and moreover, it highlights to managers that co-creation can create competitive advantage when compared to professional-driven products.
Whenever a purchase is made, consumers must deliberate between making a more hedonic choice or a utilitarian one. For several years researchers have been trying to understand this decision-making process, whereas consumers tend to prefer hedonic attributes but end up choosing utilitarian options due to some guilt felt whenever choosing a hedonic option. Co-creation comes as a means to justify hedonic consumption over the utilitarian, since consumers know exactly what the general market needs. Therefore, this dissertation sets to explore the effect of observing consumers learning about a hedonic product being co-created. The influence of co-creation on the consumer’ perception of the product dimensions was analyzed by measuring the perceived similarity to the source of creation, utilitarian and hedonic dimensions and willingness to purchase. The hypotheses were tested using a 2 (design mode: co-creation, firm) x 2 (source similarity: high, low) between subject design. in which participants would respond to a questionnaire and evaluate a certain product’ dimensions. The results showed that those who perceive themselves as similar to the participating community show higher purchase intentions towards co-created hedonic products. Moreover, the perception of utilitarian dimensions on hedonic products is an important determinant for co-created hedonic options. The study complements the previous literature by providing another strategy to highlight hedonic products, through consumers’ participation, and moreover, it highlights to managers that co-creation can create competitive advantage when compared to professional-driven products.
Description
Keywords
Hedónico Utilitário Cocriação Perceções Comportamento do consumidor Utilizadores observadores Hedonic Utilitarian Co-creation Perceptions Consumer behavior Observing users