What motivates and deters users’ online co-creation? The role of cultural and socio-demographic factors

Q1 Business, Management and Accounting Spanish Journal of Marketing - ESIC Pub Date : 2021-08-04 DOI:10.1108/SJME-10-2020-0176
Maryna Chepurna, Josep Rialp Criado
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引用次数: 6

Abstract

This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online.,The data from two different cultures the UK (306 users) and Spain (307 users) have been collected and compared by performing multi-group analyzes (MGAs) across cultural context, age, gender and educational level using a structural equation modeling approach.,Cultural context, age, gender and educational level moderate the effect of the deterrents and motivators on the attitude and participation in co-creation online: users from individualistic, masculine, with low uncertainty avoidance cultural contexts are expected to be more motivated and express a stronger positive attitude toward co-creation online; young male users exhibit a higher level of positive attitude and higher effect of the motivators toward attitude; on the contrary, old women are exposed to the negative effect of the deterrents; the individuals with basic educational level exhibit a higher level of the deterrents’ effect.,The generalizability of the results across different cultural contexts requires further examination and cross-validation.,The MGAs of two different cultures (Spain and the UK) and samples of different ages, gender and educational levels provide practitioners with information, which cultures and groups of users are expected to perform better in co-creation activities online.,The first study empirically examines the moderating effect of cultural context and demographic characteristics on both deterrents and motivators and their effect on the attitude toward co-creation online.,determinar el impacto del contexto cultural y de las caracteristicas sociodemograficas en los factores disuasorios y motivadores de los usuarios para la cocreacion en linea.,Se han recogido y comparado los datos de dos culturas diferentes, del Reino Unido (306 usuarios) y de Espana (307 usuarios), realizando analisis multigrupo a traves del contexto cultural, la edad, el genero y el nivel educativo, utilizando un enfoque de modelado de ecuaciones estructurales.,El contexto cultural, la edad, el genero y el nivel educativo moderan el efecto de los elementos disuasorios y motivadores sobre la actitud y la participacion en la cocreacion online: se espera que los usuarios de contextos culturales individualistas, masculinos y con baja tolerancia a la incertidumbre esten mas motivados y expresen una actitud positiva mas fuerte hacia la cocreacion en linea; los usuarios masculinos jovenes muestran un mayor nivel de actitud positiva y un mayor efecto de los motivadores sobre la actitud; por el contrario, las mujeres mayores estan expuestas al efecto negativo de los disuasores; los individuos con un nivel educativo basico muestran un mayor nivel de efecto de los disuasores.,La generalizacion de los resultados en diferentes contextos culturales requiere un examen mas profundo y una validacion cruzada.,Los analisis multigrupo de dos culturas diferentes (Espana y Reino Unido) y muestras de diferente edad, genero y nivel educativo proporcionan a los profesionales informacion sobre que culturas y grupos de usuarios se espera que tengan un mejor rendimiento en las actividades de cocreacion en linea.,Es el primer estudio que examina empiricamente el efecto moderador del contexto cultural y las caracteristicas demograficas tanto en los factores disuasorios como en los motivadores y su efecto en la actitud hacia la co-creacion online.,确定文化背景和社会人口特征对用户线上共同创造的阻碍因素和激励因素的影响。,数据收集自英国(306名用户)和西班牙(307名用户)这两种不同的文化背景, 并采用结构方程模型方法, 通过跨文化背景、年龄、性别和教育水平的多组分析对数据进行了比较。,在阻碍因素和激励因素对在线共同创造态度和参与的影响中, 文化背景、年龄、性别和教育水平起到调节作用:来自个人主义、阳刚主义、低不确定性规避文化语境的用户对线上共同创造的动机更强, 表现出更积极的态度; 年轻男性用户的积极态度和动机对态度的影响程度较高;相反, 老年妇女则受到了阻碍因素的负面影响; 具有基础教育水平的个体受阻碍因素影响较高。,研究结果在不同文化背景下的普适性需要进一步检验和交叉验证。,对两种不同文化(西班牙和英国)的多组分析, 以及不同年龄、性别和教育水平的样本, 为实践者提供了哪些文化和用户群体有望在线上共同创造活动中表现更好的信息。,这是第一个检验了文化背景和人口特征对抑制因素和激励因素的调节作用, 以及它们对线上共同创造态度的影响的实证研究。,
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是什么激励和阻碍了用户的在线共同创造?文化和社会人口因素的作用
本文旨在确定文化背景和社会人口特征对用户在线共同创造的威慑和激励因素的影响。使用结构方程建模方法,通过跨文化背景、年龄、性别和教育水平的多组分析(MGAs),收集和比较了来自两种不同文化的英国(306名用户)和西班牙(307名用户)的数据。文化背景、年龄、性别和受教育程度对网络共同创造态度和参与的影响有调节作用:来自个人主义、男性化、低不确定性回避文化背景的用户对网络共同创造的积极性和积极态度更强;年轻男性用户表现出更高水平的积极态度,态度激励因素的影响也更高;相反,老年妇女受到威慑的负面影响;受教育程度较低的个体表现出较高的威慑效应。结果在不同文化背景下的普遍性需要进一步的检验和交叉验证。两种不同文化(西班牙和英国)的MGAs以及不同年龄、性别和教育水平的样本为从业者提供了信息,哪些文化和用户群体有望在在线共同创造活动中表现更好。第一项研究实证考察了文化背景和人口特征对网络共同创造的阻碍因素和激励因素的调节作用,以及它们对网络共同创造态度的影响。社会人口特征对背景文化的决定性影响,社会人口特征和因素对动机的影响,以及通常情况下的共同作用。Se汉recogido y comparado洛拿督de dos文化不同,德尔·雷诺Unido西班牙花园(306 usuarios) y (307 usuarios), realizando分析multigrupo traves del contexto文化,洛杉矶,el genero y含量educativo,使用联合国enfoque de modelado de ecuaciones estructurales。语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化。通常情况下,在联合国市长大会上,人们会积极参与到联合国市长大会上,鼓励人们积极参与到联合国市长大会上。与此相反的是,这些市长和市长的行为对经济危机的负面影响是有效的;联合国新教育基础设施和联合国市长新教育设施的影响。在不同的语境和文化背景下,对结果的概括需要进行深刻的检验和验证。分析多群体的文化差异(西班牙和西班牙),不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异,不同群体的文化差异。, Es el底漆工厂化examina empiricamente el efecto moderador del contexto文化y las caracteristicas demograficas太多在危险因素disuasorios科莫在洛杉矶motivadores y苏efecto en la actitud hacia la co-creacion在线,确定文化背景和社会人口特征对用户线上共同创造的阻碍因素和激励因素的影响,数据收集自英国(306名用户)和西班牙(307名用户)这两种不同的文化背景,并采用结构方程模型方法,通过跨文化背景,年龄,性别和教育水平的多组分析对数据进行了比较。,在阻碍因素和激励因素对在线共同创造态度和参与的影响中, 文化背景、年龄、性别和教育水平起到调节作用:来自个人主义、阳刚主义、低不确定性规避文化语境的用户对线上共同创造的动机更强, 表现出更积极的态度; 年轻男性用户的积极态度和动机对态度的影响程度较高;相反, 老年妇女则受到了阻碍因素的负面影响; 具有基础教育水平的个体受阻碍因素影响较高。,研究结果在不同文化背景下的普适性需要进一步检验和交叉验证。,对两种不同文化(西班牙和英国)的多组分析, 以及不同年龄、性别和教育水平的样本, 为实践者提供了哪些文化和用户群体有望在线上共同创造活动中表现更好的信息。,这是第一个检验了文化背景和人口特征对抑制因素和激励因素的调节作用, 以及它们对线上共同创造态度的影响的实证研究。,
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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