2020 Volume 1 Issue 1 Pages 40-47
Co-creation activities in which users participate in the development of a company’s product are increasingly being conducted. Further, displaying information indicating that the product is born from the users’ ideas can increase the purchasing intent of consumers. Although some research has examined the effectiveness of displaying information for user-generated products, the relationship between displaying such information and the motivation for consumer purchasing behavior has not been clarified. This study quantitatively analyzed the mediator underlying the influence of displaying user-generated product information on product selection with regulatory focus theory. As a result, it became clear that displaying the information on user-generated products has a positive impact on product selection through the prevention and promotion of focus of consumers. However, it was confirmed that the high level of consumer involvement in products negatively affects the mediation effect of the promotion focus.
