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Co-production and time use. Influence on product evaluation
Morten Heide1, Svein Ottar Olsen
1Nofima Marked, Nofima AS, P.O. Box 6122, N-9291 Tromsø, Norway. morten.heide@nofima.no
Appetite
|December 15, 2010
Summary
Consumer time investment impacts co-production satisfaction and perceived convenience, but not global product evaluation. Findings reveal how time use, convenience, and satisfaction influence product perception in co-production activities.
Area of Science:
- Consumer Behavior
- Marketing Science
Background:
- Consumer involvement in product creation (co-production) is increasingly common.
- Understanding the factors influencing consumer evaluation of co-produced products is crucial.
Purpose of the Study:
- To analyze the influence of time use on product evaluation and co-production satisfaction.
- To investigate the relationship between consumer knowledge, perceived convenience, and evaluative constructs.
Main Methods:
- Structural Equation Modeling (SEM) using Lisrel.
- Reliability and validity checks of measurement constructs.
- Hypothesis testing on the relationships between time use, knowledge, perceived convenience, satisfaction, and product evaluation.
Main Results:
- Time use negatively influenced perceived convenience but positively affected co-production satisfaction.
- Time use did not directly impact global product evaluation.
- Perceived convenience and co-production satisfaction positively influenced global product evaluation.
- Consumer knowledge negatively influenced time use.
- Knowledge and perceived convenience positively related to co-production satisfaction.
Conclusions:
- Time use, perceived convenience, and co-production satisfaction are key variables in understanding co-produced product evaluation.
- Consumers may minimize time for convenience or extend it for satisfaction.
- The study offers new insights into the interplay of co-production, time use, and product evaluation.
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