Co-Creation with Open Innovation: An Application for Customer Engagement

Öz

Purpose: In this study, it was aimed to determine the factors affecting participation in the co-creation behavior of individuals who generate idea in the open innovation process. Methodology: Online research with samples consisting of open innovation platform members operating in Turkey were carried out. Findings: As a result of the analysis made with structural equation modeling, it was concluded that participants displayed a positive attitude towards co-creation, and perceived behavioral domination and attitude were effective on intention. Practical Implications: While the reputation of the company that make open innovation call, perceived psychological and social benefits affect attitude positively, it is observed that financial risks and benefits do not have an effect on attitude. Originality: The research makes a unique contribution to the literature by addressing the variables that affect individuals’ open innovation participation and the relationship between them.

Anahtar Kelimeler

• Open innovation
• Planned Behavior Theory
• Innovation
• Co-creation

Açık İnovasyon ile Birlikte Yaratma: Tüketici Katılımına İlişkin Bir Uygulama

Öz

Amaç: Bu çalışmada açık inovasyon sürecinde fikir sağlayıcı rolündeki bireylerin birlikte yaratma davranışlarını ve katılımlarını etkileyen faktörlerin tespit edilmesi amaçlanmıştır. Yöntem: Türkiye’de faaliyet gösteren online açık inovasyon platformu üyelerinin oluşturduğu örneklem ile araştırma gerçekleştirilmiştir. Bulgular: Yapısal eşitlik modellemesi ile yapılan analizler sonucu katılımcıların birlikte yaratmaya yönelik olumlu bir tutum sergiledikleri, algılanan davranışsal hakimiyet ve tutumun katılım niyeti üzerinde etkili olduğu sonucuna ulaşılmıştır. Sonuç ve Öneriler: Açık inovasyon çağrısı yapan işletmenin itibarı, bireylerin algıladıkları psikolojik ve sosyal yararlar tutumu olumlu yönde etkilerken, algılanan finansal risk ve yararların tutum üzerinde bir etkisi olmadığı görülmektedir. Özgün Değer: Araştırma bireylerin açık inovasyon katılımı etkileyen değişkenleri ve aralarındaki ilişkiyi ele alarak literatüre özgün bir katkı sağlamaktadır.

Anahtar Kelimeler

• Açık İnovasyon
• Planlı Davranış Teorisi
• Birlikte Yaratma
• İnovasyon

Kaynakça

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