Identifying key predictors for users’ intention to co-produce value: Value proposition accordance and other potential predictors

Abstract

The role of customers and users are changing from pure consumers to co-producers (Ramiréz, 1999). Organizations which can effective leverage competence and resources from its customers and users possess great competitive advantage by incorporating new sources of value creation and resource accumulation into its business model. Therefore it is important to identify how an organization can encourage its customers or users to participate actively in all kinds of value co-production activities.Past researches indicates the possible cause to value co-production includes superior value proposition (Payne et al., 2008), motivation, perceived task clarity and competence (Lengnick-Hall et al., 2000). Value proposition, being the message to shape perceived value for customers and users, has never been conceptualized and operationalized in the consumer market context. In this study we will try to create a new construct named value proposition accordance, and examine if it’s a effective predictor to value co-production intention. In the process we’ll also test if perceived task clarity and self-efficacy can predict value co-production activity well.The result of this quantitative research shows that value proposition is a strong predictor for value co-production intention, and perceived task clarity also have some effects but is a minor predictor. This study empirically shows that in order for anorganization to leverage customers’ and users’ competence and resource, it is extremely important to have a value proposition that is in accordance with the customers’ and users’ value judgment.