The Relationship between Consumer Characteristics and Online Co-design Involvement
Co-design process allows consumers to take an active role to co-create the product (Bolton & Saxena-Iyer, 2009). In the process, consumers’ individual characteristics and their design ability play a central part (Fiore, Lee, & Kunz, 2004). Thus, consumers’ expectations and future involvement in the co-design process are expected to be different based on his or her individual characteristics. Furthermore, consumers may want to involve in codesign process in different ways depending on the product categories. In this regard, we explored various consumer characteristics as influential factors determining consumers’ co-design expectations and their desired involvement. The findings will provide insightful perspectives to online co-design service providers who want to develop products satisfying consumers’ expectations as well as to encourage consumer involvement.