Details

Autor(en) / Beteiligte

• Xie, Chunyan
• Bagozzi, Richard P.
• Troye, Sigurd V.

Titel

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

Ist Teil von

• Journal of the Academy of Marketing Science, 2008-03, Vol.36 (1), p.109-122

Ort / Verlag

Boston: Springer US

Erscheinungsjahr

2008

Link zum Volltext

Quelle

Business Source Ultimate

Beschreibungen/Notizen

• 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.