nach oben

Journal of the Academy of Marketing Science

Erschienen in:

01.03.2008 | Original Empirical Research

Trying to prosume: toward a theory of consumers as co-creators of value

verfasst von: Chunyan Xie, Richard P. Bagozzi, Sigurd V. Troye

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2008

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

One important aspect in the service-dominant logic in marketing is the role of customers as co-creators of value. This role typically involves producing products for own consumption, i.e. what Toffler referred to as “prosumption.” This study explores the motivational mechanisms underlying people’s prosumption propensity. A theoretical framework that incorporates ideas from value research and attitude theory, specifically the “theory of trying” (Bagozzi and Warshaw in Journal of Consumer Research 17:127–140, 1990), is developed and tested in the empirical context of food prosumption. The results based on a survey of 380 households show that global values influence domain-specific values in food prosumption, and domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.

Vorheriger Artikel A descriptive model of the consumer co-production process

Nächster Artikel The effects of customer participation in co-created service recovery

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.CrossRef

Arnould, E. J., & Price, L. L. (1999). Authenticating acts and authoritative performances: Questing for self and community. In S. Ratneshwar, G. D. Mick, & C. Huffman (Eds.), The why of consumption: Contemporary perspectives on consumers motives, goals, and desires (pp. 140–163). New York: Routledge.

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868–882.CrossRef

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644–656.CrossRef

Bagozzi, R. P. (1981). Attitudes, intentions and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41, 607–627.CrossRef

Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178–204.CrossRef

Bagozzi, R. P., & Edwards, J. R. (1998). A general approach to representing constructs in organizational research. Organizational Research Methods, 11, 45–87.CrossRef

Bagozzi, R. P., & Heatherton, T. F. (1994). A general approach to representing multifaceted personality constructs: Application to state self-esteem. Structural Equation Modeling, 11, 35–67.CrossRef

Bagozzi, R. P., & Kimmel, S. K. (1995). A comparison of leading theories for the prediction of goal-directed behaviors. British Journal of Social Psychology, 34, 437–461.

Bagozzi, R. P., Bergami, M., & Leone, L. (2003). Hierarchical representation of motives in goal-setting. Journal of Applied Psychology, 88(5), 915–943.CrossRef

Bagozzi, R. P., Lee, K-H., & Van Loo, M. F. (2001). Decisions to donate bone marrow: The role of attitudes and subjective norms across cultures. Psychology & Health, 16(1), 29–56.CrossRef

Bagozzi, R. P., & Warshaw, P. R. (1990). Trying to consume. Journal of Consumer Research, 17, 127–140 (September).CrossRef

Bagozzi, R. P., & Warshaw, P. R. (1992). An examination of the etiology of the attitude-behavior relation for goal-directed behavior. Multivariate Behavioral Research, 27, 601–634.CrossRef

Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215.CrossRef

Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122–147.CrossRef

Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman.

Bateson, J. E. G. (1985). Self-service consumer: An exploratory study. Journal of Retailing, 61(3), 49–76.

Becker, G. S. (1965). A theory of the allocation of time. Economic Journal, 75, 493–517.CrossRef

Belk, R. (1987). A child’s Christmas in American: Santa Claus as deity, consumption as religion. Journal of American Culture, 10, 87–100 (Spring).CrossRef

Bem, D. J. (1972). Self-perception theory. In L. Berkowitz (Ed.), Advances in experimental social psychology 6 (pp. 1–62). San Diego, CA: Academic.CrossRef

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67, 14–28 (January).CrossRef

Bentler, P. M., & Speckart, G. (1979). Models of attitude-behavior relations. Psychological Review, 86, 452–464.CrossRef

Bentler, P. M., & Speckart, G. (1981). Attitudes cause behavior: A structural equation analysis. Journal of Personality and Social Psychology, 40, 226–238.CrossRef

Bloch, P. H., & Bruce, G. D. (1984). Product involvement as leisure behavior. In T. C. Kinnear (Ed.), Advance in consumer research 11 (pp. 197–202). Ann Arbor, MI: Association for Consumer Research.

Brislin, R. W. (1976). Comparative research methodology: Cross-cultural studies. International Journal of Psychology, 11(3), 215–229.CrossRef

Bowers, M. R., Martin, C. L., & Luker, A. (1990). Trading places: Employees as customers, customers as employees. The Journal of Services Marketing, 4(2), 55–69.CrossRef

Burroughs, J. E., & Mick, D. G. (2004). Exploring antecedents and consequences of consumer creativity in a problem-solving context. Journal of Consumer Research, 31, 402–411 (September).CrossRef

Bugge, A. B., & Almås, R. (2006). Domestic dinner: Representations and practices of a proper meal among young suburban mothers. Journal of Consumer Culture, 6(2), 203–228.CrossRef

Carman, J. M. (1977). Values and consumption patterns: A closed loop. In H. K. Hunt (Ed.), Advance in consumer research 5 (pp. 403–407). Ann Arbor, MI: Association for Consumer Research.

Carver, C. S., & Scheier, M. F. (1998). On the self-regulation of behavior. Cambridge: Cambridge University Press.

Cavusgil, S. T., & Das, A. (1997). Methodological issues in empirical cross-cultural research: A survey of the management literature and a framework. Management International Review, 37, 71–96 (First quarter).

Charng, H.-W., Pilavin, J. A., & Callero, P. L. (1988). Role identity and reasoned action in the prediction of repeated behavior. Social Psychology Quarterly, 51, 303–317.CrossRef

Coupland, J. C. (2005). Invisible brands: An ethnography of households and the brands in their kitchen pantries. Journal of Consumer Research, 32, 106–119 (June).CrossRef

Crites, S. L., Jr., Fabrigar, L. R., & Petty, R. E. (1994). Measuring the affective and cognitive properties of attitudes: Conceptual and methodological issues. Personality and Social Psychology Bulletin, 20, 619–634.CrossRef

Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: A confluence of multiple attitudes. Journal of Service Research, 5(3), 209–224.CrossRef

Dabholkar, P. (1990). How to improve perceived service quality by improving customer participation. In B. J. Dunlap (Ed.), Developments in marketing science (pp. 483–487). Cullowhee, NC: Academy of Marketing Science.

Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30, 184–201.

Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19, 362–373 (December).CrossRef

Eagly, A. H., & Chaiken, S. (1993). The psychology of attitude. New York: Harcourt, Brace, Jovanovich.

Etgar, M. (2006). Co-production of services: A managerial extension. In R. F. Lusch, & S. Vargo (Eds.), The service dominant logic of marketing. Dialog, debate and directions (pp. 128–138). Armonk, NY: M.E. Sharpe.

Festinger, L. (1957). A theory of cognitive dissonance. Evanston, IL: Row, Peterson.

Firat, A. F. (1991). Postmodern culture, marketing and the consumer. In T. L. Childers et al. (Eds.), Marketing theory and application (pp. 237–242). Chicago, IL: American Marketing Association.

Firat, A. F., Dholakia, N., & Venkatesh, A. (1995). Marketing in a postmodern world. European Journal of Marketing, 29(1), 40–56.CrossRef

Firat, A. F., & Venkatesh, A. (1995). Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239–267.CrossRef

Fischer, E., & Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas shopping. Journal of Consumer Research, 17, 333–345 (December).CrossRef

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison Wesley.

Gelber, S. (2000). Do-it-yourself: Constructing, repairing, and maintaining masculinity. In J. Scanlon (Ed.), The gender and consumer culture reader (pp. 70–93). New York: NYU press.

Glecher, F., Boninger, D. S., Strathman, A., Armor, D., Hetts, J., & Ahn, M. (1995). With an eye toward the future: The impact of counterfactual thinking on affect, attitudes, and behavior. In N. J. Rosee & J. M. Olson (Eds.), What might have been: The social psychology of counterfactual thinking (pp. 283–304). Mahwah, NJ: Lawrence Erlbaum Associates.

Herche, J. (1994). Measuring social values: A multi-item adaptation to the list of values MILOV. Working paper report number 94-101. Cambridge, MA: Marketing Science Institute.

Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience. In R. Rust & R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 21–71). Thousand Oaks, CA: Sage Publications.

Holt, D. B. (1994). Consumers’ cultural differences as local systems of tastes: A critique of the personality/values approach and an alternative framework. In J. A. Cole & S. M. Long (Eds.), Asia pacific advances in consumer research (1) (pp. 178–184). Provo, UT: Association for Consumer Research.

Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22, 1–16 (June).CrossRef

Holt, D. B. (1996). Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity. Journal of Consumer Research, 23(4), 326–351.CrossRef

Homer, P., & Kahle, L. R. (1988). A structural equation analysis of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54, 638–646.CrossRef

Joreskog, K. G., & Sorbom, D. (2003). LISREL 8.54. Scientific Software International, Inc.

Kahle, L. R. (1980). Stimulus condition self-selection by males in the interaction of locus of control and skill-chance situations. Journal of Personality and Social Psychology, 38, 50–56.CrossRef

Kahle, L. R. (1983). Social values and social change: Adaptation to life in America. New York: Praeger.

Kamakura, W. A., & Novak, T. P. (1992). Value-system segmentation: Exploring the meaning of LOV. Journal of Consumer Research, 9, 119–132 (June).CrossRef

Kotler, P. (1986). Prosumers: A new type of consumer. The Futurist, 20, 24–28 (Sept.–Oct.).

Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard Business Review, 57, 168–178 (May–June).

Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections, and refinements. Marketing Theory, 6(3), 281–288.CrossRef

Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3–9.CrossRef

Meuter, M. L., & Bitner, M. J. (1998). Self-service technologies: Extending service frameworks and identifying issues for research. In D. Grewal & C. Pechmann (Eds.), AMA winter educators’ conference (pp. 12–19). Chicago: American Marketing Association.

Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83.CrossRef

Miller, D. (1998). A theory of shopping. Ithaca, NY: Cornell University Press.

Moisio, R., Arnould, E. J., & Price, L. L. (2004). Between mothers and markets: Constructing family identity through homemade food. Journal of Consumer Culture, 4(3), 361–384.CrossRef

Moreau, C. P., & Dahl, D. W. (2005). Designing the solution: The impact of constraints on consumers’ creativity. Journal of Consumer Research, 32, 13–22 (June).CrossRef

Muñiz, A. M. Jr., & Schau, H. J. (2005). Religiosity in the abandoned apple newton brand community. Journal of Consumer Research, 31, 737–748.CrossRef

Olson, J. M., & Zanna, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, 44, 117–154.CrossRef

Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: The multiple process by which past behaviour predicts future behavior. Psychological bulletin, 124, 54–74.CrossRef

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78, 79–87 (January–February).

Rhodes, R. E., & Courneya, K. S. (2003). Relationships between personality, an extended theory of planned behavior model, and exercise behavior. British Journal of Health Psychology, 8, 19–36.CrossRef

Rokeach, M. J. (1968). Beliefs, attitudes and values. San Francisco: Jessey-Bass.

Rokeach, M. J. (1973). The nature of human values. New York: Free Press.

Rust, R. T., & Thompson, D. V. (2006). How does marketing strategy change in a service-based world? Implications and directions for research. In R. F. Lusch & S. Vargo (Eds.), The service dominant logic of marketing: dialog, debate and directions (pp. 381–392). Armonk, NY: M.E. Sharpe.

Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30, 385–400, (December).CrossRef

Schneider, B., & Bowen, D. E. (1995). Winning the service game. Boston: Harvard Business School Press.

Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer behavior. Consumer behavior and beyond. Fort Worth, TX: The Dryden Press.

Song, J. H., & Adams, C. R. (1993). Differentiation through customer involvement in production or delivery. Journal of Consumer Marketing, 10(2), 4–12.CrossRef

Taylor, S. D., Bagozzi, R. P., & Gaither, C. A. (2001). Gender differences in the self-regulation of hypertension. Journal of behavioral medicine, 24(5), 469–487.CrossRef

Toffler, A. (1980). The third wave. New York: William Collins Sons & Co. Ltd.

Troye, S. V., Xie, C., & Breivik, E. (2002). Trying to prosume: Toward a perspective on prosumption. The 31st EMAC Conference Proceedings, Braga, Portugal.

Van Raaij, W. F., & Pruyn, A. T. H. (1998). Customer control and evaluation of service validity and reliability. Psychology & Marketing, 15(8), 811–832.CrossRef

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17 (January).CrossRef

Vargo, S. L., & Lusch, R. F. (2006). Service-dominant logic: What it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 43–56). Armonk, NY: M.E. Sharpe.

Vinson, D. E., Scott, J. E., & Lamont, L. M. (1977) The role of personal values in marketing and consumer behavior: Can personal values be used to assist marketers in determining consumer choice behavior? Journal of Marketing, 41, 44–50.CrossRef

Wind, J., & Rangaswamy, A. (2000). Customization: The next revolution in mass customization. Marketing science institute working paper no. 00-108. Cambridge, MA: Marketing Science Institute.

Woodruff, R. B., & Flint, D. J. (2006). Marketing’s service-dominant logic and customer value. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 183–195). Armonk, NY: M.E. Sharpe.

Titel: Trying to prosume: toward a theory of consumers as co-creators of value
verfasst von: Chunyan Xie
Richard P. Bagozzi
Sigurd V. Troye
Publikationsdatum: 01.03.2008
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2008
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0060-2

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 1/2008

The service-dominant logic and the future of marketing

The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Service-dominant logic: continuing the evolution

An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic

Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann

Fundamentals of service science