“What Motivates Consumers to Co-create Value?”: Effect of Extrinsic Reward and Regulatory Focus on Creative Self-Efficacy in Consumer Co-Creation

  • 吳 青芳

Student thesis: Master's Thesis


In line with the growing importance of value co-creation based on the service-dominant (S-D) logic resources contributed by participants (consumers) in value co-creation contributes an interesting point of discussion as to how consumers can be influenced to show intention for taking part in the value co-creation process Based on Regulatory Focus Theory (Higgins 1997) and Self-Determination Theory (Deci & Ryan 2000) we investigated the association between self-efficacy and participation intention under the influence of regulatory focus and extrinsic reward Due to the origin of regulatory from internal (oneself) and external sources (moments or situations) we also looked into the separate effects of chronic regulatory focus (mediator) and momentary regulatory focus (moderator) on the relationship of self-efficacy with participation intention Applying the experimental design approach with a set of sample from Taiwanese students in two Taiwanese universities our findings were twofold First individuals with high self-efficacy were found to be more likely to have high participation intention through having chronic promotion focus Second the combined effect of momentarily regulatory focus-framed advertisements and extrinsic reward moderates the relationship between self-efficacy and participation intention
Date of Award2015 May 25
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

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