MODELING CONSUMERS' CO-CREATION IN TOURISM INNOVATION

Abstract

The primary purpose of this study is two-fold. First, this study proposes a model to explain the factors predicting consumers' intention to co-create based on the theory of planned behavior. More specifically, this study investigates how perceived benefits, perceived costs, subjective norms, and ability to co-create influence consumers' behavioral intentions toward tourism co-creation. Second, this study seeks to examine differences in the relationships among different constructs in the models in accordance with different contextual settings. To gain a richer understanding of consumers' co-creation behaviors, the study examines the impacts of different co-creation settings as moderating effects among the model's constructs. By using 2 X 2 factorial between-subjects design, two co-creation scale categories (radical and incremental) are matched with two co-creation intensity categories (high involvement and low involvement). The results of this study suggest that proposed antecedent constructs (perceived benefits, perceived costs, subjective norms, and abilities to co-create) are strong indicators to predict consumers' intention to co-create. The study also finds that different co-creation settings have strong moderating effects on the relationships among constructs in the co-creation intention model. The insights from the study results are discussed and important practical implications and subjects for further future research are presented.