Motivadores da Participação do Consumidor no Desenvolvimento de Novos Serviços e o Efeito Moderador da Autoeficácia

Authors

  • Bruna Silva de Melo
  • Cláudio Damacena PUCRS

DOI:

https://doi.org/10.20397/2177-6652/2015.v15i1.694

Keywords:

Inovação, Participação do cliente, Motivações, Moderação, Autoeficácia

Abstract

A inovação se destaca como importante fenômeno e torna-se fundamental, sobretudo como vantagem competitiva para as organizações. Nesse âmbito, compreende-se o papel que o cliente ocupa dentro dos processos da inovação, e a partir de sua presença, a percepção dos benefícios e vantagens. Pesquisas relacionadas às motivações relatam quais conduziriam os clientes à maior participação.  Salientam-se ainda alguns fatores que poderiam estar relacionados com as motivações dos clientes de forma a potencializar os efeitos sobre a participação. O estudo avaliou o efeito da autoeficácia como moderadora das motivações dos clientes em relação a sua participação em atividades de inovação. Assim, 359 questionários foram obtidos junto a clientes de duas empresas distintas. Os resultados evidenciaram que o efeito direto das motivações sobre a participação é significativo, bem como no efeito direto da autoeficácia. Entretanto, como moderadora, a autoeficácia não apresentou resultado significativo. Apresentam-se discussões e conclusões acerca dos resultados.

Author Biographies

Bruna Silva de Melo

Mestre em Administração e Negócios na Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), com aperfeiçoamento na linha de pesquisa de Marketing. Trabalha com projetos de pesquisa sobre Inovação com Participação do Consumidor no desenvolvimento de novos produtos e serviço e Inovação em Modelos de Negócios.

Cláudio Damacena, PUCRS

Bacharel em Economia, especialista em Marketing e em Administração Financeira pela UNISINOS. Doutor em Ciências Econômicas e Empresariais pela Universidade de Córdoba (Espanha). Professor do PPGA da UNISINOS durante o período de 2000 a 2010. Professor do PPGAd da PUCRS deste 2011. Interesses de pesquisa: cocriação de valor; inovação em serviços com a participação do consumidor; influência social e propensão do consumidor em participar em processos de desenvolvimento de novos produtos/serviços.

References

Afuah, A., & Tucci, C. L. (2012). Crowdsourcing as a solution to distant search. Academy of Management Review, 37 (3), 355–375.

Alam, I. (2002). An exploratory investigation of user involvement in new service development. Journal of the Academy of Marketing Science, 30 (3), 50-261.

Antikainen, M., Makipaa, M., & Ahonen, M. (2010). Motivating and supporting collaboration in open innovation. European Journal of Innovation Management, 13 (1), 100–119.

Bagozzi, R., & YI, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94.

Bagozzi, R., & Dholakia, U. M. (2002). Intentional social actions in virtual communities. Journal of Interactive Marketing, 16 (2), 2–21.

Baldwin, C. Y., & Clark, K. B. (2003). The architecture of cooperation: How code architecture mitigates free riding in the open source development model. Watertown: Harvard Business School.

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

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

Bandura, A., & Jourden, F. J. (1991). Self-regulatory mechanisms governing the impact of social comparison on complex decision making. Journal of Personality and Social Psychology, 60, 941-951.

Battistella, C., & Nonino, F. (2012). Open innovation web-based platforms: the impact of different forms of motivation on collaboration. Innovation: Management, Policy and Practice, 14 (4), 557–575.

Beatty, S. E., & Smith, S. M. (1987). External search effort: an investigation across several product categories. Journal of Consumer Research, 14, 83-95.

Bickart, B., & Schindler, R. M. (2001). Internet forums as Influential sources of consumer information. Journal of Interactive Marketing, 15, 31-40.

Chen, G., Gully, S. M., & Eden, D. (2001). Validation of a new generalized self-efficacy scale. Organizational Research Methods, 4 (1), 62-83.

Chiou, W., & Wan, C. (2007). The dynamic change of self-efficacy in information searching on the internet: influence of valence of experience and prior self-efficacy. The Journal of Psychology, 141 (6), 589-603.

Christensen, C. M., & Bower, J. (1996). Customer power, strategic investment and the failure of leading firms. Strategic Management Journal, 17 (3), 197-218.

Dahl, D.W., & Moreau, P.C. (2007). Thinking inside the box: why consumers enjoy constrained creative experience. Journal of Marketing Research, 44 (3), 357–369.

David, P. A., & Shapiro J. S. (2008). Community-based production of open-source software: what do we know about the developers who participate? Information Economics and Policy, 20 (4), 364-398.

Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum.

Dweck, C. S., & Leggett, E. L. (1988). A social-cognitive approach to motivation and personality. Psychological Review, 95, 256-273.

Edvardsson, B., & Olsson, J. (1996). Key concepts in new service development. The Service Industries Journal, 16 (2), 140-164.

Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.

Franke, N., & Shah, S. (2003). How communities support innovative activities: an exploration of assistance and sharing among end-users. Research Policy, 32, 157–178.

Fuller, J. (2006). Why consumers engage in virtual new product developments initiated by producers. Advances in Consumer Research, 33, 639–646.

Fuller, J. (2010). Refining virtual co-creation from a consumer perspective. California Management Review, 52 (2), 98–122.

Gist, M. E., & Mitchell, T. B. (1992). Self-efficacy: a theoretical analysis of its determinants and malleability. Academy of Management Review, 17, 183-211.

Goodwin, C. (1988). I can do it myself’: training the service consumer to contribute to service productivity. Journal of Services Marketing, 2, 71-78.

Greer, C. R., & Lei, D. (2012). Collaborative innovation with customers: a review of the literature and suggestions for future research. International Journal of Management Reviews, 4, 63–84.

Gruner, K. E., & Homburg, C. (2000). Does customer interaction enhance new product success?. Journal of Business Research, 49 (1), 1-14.

Gujarati, D. N. (2000). Econometria Básica (3a ed.). São Paulo: Makron Books.

Hair, J., Black W., Babin B., & Anderson R. (2009). Multivariate Data Analysis: A Global Perspective (7nd ed.). Upper Saddle River: Prentice Hall.

Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.

Harhoff, D., Henkel, J., & Von Hippel, E. (2003). Profiting from voluntary information spillovers: how users benefit from freely revealing their innovations. Research Policy, 32 (10), 1753–1769.

Hars, A., & Ou, S. (2001). Working for free? Motivations for participating in open-source projects. International Journal of Electronic Commerce, 6 (3), 25–39.

Hauknes, J. (1998). Services in innovation – innovation in services. Step Report, 13.

Hemetsberger, A., & Pieters R. (2001). When consumers produce on the internet: an inquiry into motivational sources of contribution to joint-innovation. In C. Derbaix, L. R. Kahle, D. Merunka, & A. Strazzieri (Ed.). Proceedings of the Fourth International Research Seminar on Marketing Communications and Consumer Behavior (pp. 274-291).

Hennestad, B. (1999). Infusing the organisation with customer knowledge. Scandinavian Journal of Management, 15 (1), 17-41.

Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13 (3), 311-330.

Hertel, G., Niedner, S., & Herrmann, S. (2003). Motivation of software developers in open source projects: An internet-based survey of contributors to the Linux kernel. Research Policy, 32, 1159–1177.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92–101.

Hoch, S. J., & Deighton, J. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, 53, 1-20.

Holbrook, M. B., & Hirschman, E. C. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132–140.

Hoyer, W. D., Chandy R., Dorotic, M., Krafft, M., & Singh S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13 (3), 283-296.

Jeppesen, L., & Molin, M. (2003). Consumers as Co-developers: Learning and Innovation outside the firm. Technology Analysis & Strategic Management, 15 (3), 363–383.

Jeppesen, L., & Frederiksen, L. (2006). Why do users contribute to firm-hosted user communities? The case of computer-controlled music instruments. Organization Science, 17 (1), 45–63.

Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J.G. Blumler, & E. Katz (Ed.). The Uses of Mass Communications: Current Perspectives on Gratifications Research (pp. 19-32). Beverly Hills, CA: Sage.

Kelley, S.W., Donnelly J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of Retailing, 66, 315–335.

Kohler, T., Fueller, J., Matzler, K., & Stieger, Daniel. (2011). Co-creation in virtual worlds: the design of the user experience. MIS Quarterly, 35 (3), 773-788.

Kollock, P. (1999). The Economies of Online Cooperation. In M. Smith, & P. Kollock (Ed.). Communities in Cyberspace (pp. 220-242). London: Routledge.

Lakhani, K., & Von Hippel, E. (2003). How open source software works: Free user-to-user assistance. Research Policy, 32 (6), 923–943.

Leonard, D., & Rayport, J. (1997). Spark innovation through empathic design. Harvard Business Review, 102-113.

Lerner, J., & Tirole, J. (2005). The economics of technology sharing: Open source and beyond. Journal of Economic Perspectives, 19 (2), 99–120.

Lundkvist, A., & Yakhlef, A. (2004). Customer involvement in new service development: a conversational approach. Managing Service Quality, 14 (2/3), 249-257.

Mahr, D., & Lievens, A. (2012). Virtual lead user communities: Drivers of knowledge creation for innovation. Research Policy, 41, 167-177.

Martin, C., & Horne, D. (1995). Level of success inputs for service innovations in the same firm. International Journal of Service Industry Management, 6 (4), 40-56.

Mcalexander, J., Schouten, J., & Koening, H. F. (2002). Building Brand Community. Journal of Marketing, 66 (1), 38-49.

Mckee, D., Simmers, C., & Licata, J. (2006). Customer self-efficacy and response to service. Journal of Service Research, 8 (3), 207-220.

Meyer, J. P., & Allen, N. J. (1997). Commitment in the workplace: theory, research and application. Thousand Oaks, CA: Sage Publications.

Mullins, W., & Sutherland, J. (1998). New product development in rapidly changing markets: an exploratory study. Journal of Product Innovation Management, 15 (3), 224-36.

Muniz, A., & O’Guinn, T. (2001). Brand Community. Journal of Consumer Research, 27, 412–32.

Nambisan, S. (2002). Designing virtual customer environments for new product development: toward a theory. The Academy of Management Review, 27 (3), 392-412.

Nambisan, S., & Baron, R. (2007). Interactions in virtual customer environments: implications for product support and customer relationship management. Journal of Interactive Marketing, 21 (2), 42-62.

Nambisan, S., & Baron, R. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of Product Innovation Management, 26 (4), 388-406.

Novak, T., Hoffman, D., & Yung, Y. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19 (1), 22-42.

Oliveira, P., & Von Hippel, E. (2011). Users as service innovators: The case of banking services. Research Policy, 40, 806–818.

Oreg, S., & Nov, O. (2008). Exploring motivations for contributing to open source initiatives: The roles of contribution context and personal values. Computers in Human Behavior, 24 (5), 2055-2073.

Pajares, F., & Kranzler, J. (1995). Self-efficacy beliefs and general mental ability in mathematical problem-solving. Contemporary Educational Psychology, 20 (4), 426-443.

Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36 (1), 83-96.

Prahalad, C. K., & Ramaswamy, V. (2003). The new frontier of experience innovation. MIT Sloan Management Review, 44 (4), 11-18.

Prahalad, C. K., & Ramaswamy, V. (2004). The co-creation of value - invited commentary. Journal of Marketing, 68 (1), 23.

Roberts, J., Hann, I., & Slaughter, S. (2006). Understanding the motivations, participation, and performance of open source software developers: A longitudinal study of the apache projects. Management Science, 52 (7), 984-999.

Rothaermel, F., & Sugiyama, S. (2001). Virtual Internet communities and commercial success. Journal of Management, 27 (3), 297-312.

Stafford, T., Stafford, M., & Schkade, L. (2004). Determining uses and gratifications for the internet. Decision Sciences, 35, 259–288.

Stapel, D., & Blanton, H. (2004). From seeing to being: subliminal social comparisons affect implicit and explicit self-evaluations. Journal of Personality and Social Psychology, 87, 468-481.

Thomke, S., & Von Hippel, E. (2002). Customers as innovators: a new way to create value. Harvard Business Review, 80, 74–81.

Van Beuningen, J., De Ruyter, K., & Wetzels, M. (2011). The power of self-efficacy change during service provision: making your customers feel better about themselves pays off. Journal of Service Research, 14 (1), 108-125.

Van Beuningen, J., De Ruyter, K., & Wetzels, M., & Streukens, S. (2009). Customer self-efficacy in technology-based self-service: assessing between- and within-person differences. Journal of Service Research, 11 (4), 407-428.

Vancouver, J. B., Kristen M. M., & Ryan J. Y. (2008). Self-efficacy and resource allocation: support for a nonmonotonic discontinuous model. Journal of Applied Psychology, 93, 35-47.

Vargas, E., & Zawislak, P. (2006). Inovação em serviços no paradigma da economia do aprendizado: a pertinência de uma dimensão espacial na abordagem dos sistemas de inovação. Revista de Administração Contemporânea, 10 (1), 139-159.

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

Veryzer, R. W. J. (1998). Key factors affecting customer evaluation if discontinuous new products. Journal of Product Innovation Management, 15 (2), 136-150.

Von Hippel, E., & Von Krogh, G. (2003). Open source software and the private-collective innovation model: issues for organization science. Organization Science, 14 (2), 208-223.

Wasko, M., & Faraj, S. (2000). Why people participate and help others in electronic communities of practice. Journal of Strategic Information Systems, 9 (2/3), 155-173.

Wasko, M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29 (1), 35–57.

Zimmerman, B. (2000). Self-efficacy: an essential motive to learn. Contemporary Educational Psychology, 25, 82-91.

Downloads

Published

2015-04-28

How to Cite

Melo, B. S. de, & Damacena, C. (2015). Motivadores da Participação do Consumidor no Desenvolvimento de Novos Serviços e o Efeito Moderador da Autoeficácia. Journal of Management & Technology, 15(1), 68–100. https://doi.org/10.20397/2177-6652/2015.v15i1.694

Issue

Vol. 15 No. 1 (2015): Janeiro/abril

Section

ARTIGO

License

Copyright (c) 2015 Revista Gestão & Tecnologia

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with this journal agree to the following terms: • 1. The author(s) authorize the publication of the article in the journal. • 2. The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s). • 3. The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s). • 4. The publishers reserve the right to make adjustments and textual adaptation to the norms of APA. • 5. Authors retain copyright and grant the journal right of first publication, with the work [SPECIFY PERIOD OF TIME] after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. • 6. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. • 7. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access) at http://opcit.eprints.org/oacitation-biblio.html