2 research outputs found
GAMES INNOVATIVE AND COMMITTED: BETWEEN CONSUMER AFFAIRS PERSONALITY, ITS COMMITMENT TO THE BRAND AND ITS PROPENSITY TO COLLABORATE IN INNOVATION PROCESSES
Pesquisadores e gestores tĆŖm se deparado com desafios para prever o envolvimento efetivo dos consumidores em processos de inovaĆ§Ć£o, uma vez que participar destes processos implica certos custos de recurso e esforƧo da parte do consumidor. Nesta pesquisa, voltamos nossa atenĆ§Ć£o para antecedentes da propensĆ£o do consumidor a colaborar em processos de inovaĆ§Ć£o com a organizaĆ§Ć£o. Primeiramente, testamos a relaĆ§Ć£o direta da orientaĆ§Ć£o para a inovaĆ§Ć£o do consumidor e a propensĆ£o a colaborar nos processos de inovaĆ§Ć£o. Subsequentemente, avaliamos se esta relaĆ§Ć£o pode ser mediada pelo comprometimento com a marca. Realizamos uma survey com entusiastas de jogos da Blizzard Entertainment, Inc. e analisamos os dados por meio de equaƧƵes estruturais. Evidenciamos que o comprometimento exerce uma mediaĆ§Ć£o parcial no modelo.Researchers and practitioners face challenges to predict effective customer involvement in innovation processes because the participation on these processes imply certain costs of resources and efforts from the customers. In the present research, we draw attention towards antecedents of customer propensity to collaborate in product development with the organization. First, we tested a direct relation between customer innovation orientation and propensity to collaborate in development processes. Subsequently, we assessed whether this relation can be mediated by commitment with the brand. We conducted a survey with enthusiasts of Blizzard Entertainment, Inc. and analyzed the data using structural equations. We evidenced that commitment has a partial mediation effect
GAMES INNOVATIVE AND COMMITTED: BETWEEN CONSUMER AFFAIRS PERSONALITY, ITS COMMITMENT TO THE BRAND AND ITS PROPENSITY TO COLLABORATE IN INNOVATION PROCESSES
Pesquisadores e gestores tĆŖm se deparado com desafios para prever o envolvimento efetivo dos consumidores em processos de inovaĆ§Ć£o, uma vez que participar destes processos implica certos custos de recurso e esforƧo da parte do consumidor. Nesta pesquisa, voltamos nossa atenĆ§Ć£o para antecedentes da propensĆ£o do consumidor a colaborar em processos de inovaĆ§Ć£o com a organizaĆ§Ć£o. Primeiramente, testamos a relaĆ§Ć£o direta da orientaĆ§Ć£o para a inovaĆ§Ć£o do consumidor e a propensĆ£o a colaborar nos processos de inovaĆ§Ć£o. Subsequentemente, avaliamos se esta relaĆ§Ć£o pode ser mediada pelo comprometimento com a marca. Realizamos uma survey com entusiastas de jogos da Blizzard Entertainment, Inc. e analisamos os dados por meio de equaƧƵes estruturais. Evidenciamos que o comprometimento exerce uma mediaĆ§Ć£o parcial no modelo.Researchers and practitioners face challenges to predict effective customer involvement in innovation processes because the participation on these processes imply certain costs of resources and efforts from the customers. In the present research, we draw attention towards antecedents of customer propensity to collaborate in product development with the organization. First, we tested a direct relation between customer innovation orientation and propensity to collaborate in development processes. Subsequently, we assessed whether this relation can be mediated by commitment with the brand. We conducted a survey with enthusiasts of Blizzard Entertainment, Inc. and analyzed the data using structural equations. We evidenced that commitment has a partial mediation effect