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Previous issue date: 2014-03-11 / Cocreation with consumers in new product development (NPD) processes has been consistently discussed in the field of marketing. Nevertheless, several aspects about this topic still are notably inceptive for scholars and managers. Among these aspects, researchers stress the understanding on how customer motivation to cocreate with organizations is established, since organizations often face challenges to have their customers willing to effectively participate in service or product development activities. Propositions to explain customer motivation to cocreate with the organization have outpointed brand virtual community phenomena, drawing associations with social stimuli, and the customer engagement concept, arguing that social factors are capable to stimulate the costumer to narrow his bond and actions with the brand and that engagement may function as a route to value cocreation. In this dissertation, a model that relates social influence in brand community, engagement with a brand and customer willingness to collaborate in NPD is proposed. In order to test the model, first, a study was conducted specifically for the proposition and the test of a measure for the assessment of the customer willingness construct. Using this measure, along with extant scales, a second study was conducted in order to test the model with members of a brand virtual community. In both studies, multivariate data analysis techniques for structural equation modeling were employed. Also, both studies were conducted in the context of the electronic games industry. The measure for customer willingness to collaborate in NPD was shown to be reliable and valid in both the analyses. Social influence processes in the virtual community did not present significant predictive effects on customer engagement, but engagement was shown to be a relevant predictor of customer willingness to collaborate in NPD. Thus, this research accounts for relevant findings for the topics of engagement and customer interaction in new product projects and stimulates discussion for future research. / A cocria??o com consumidores em processos de desenvolvimento de novos produtos (NPD, do ingl?s new product development) tem sido consistentemente discutida no campo do marketing. Entretanto diversos aspectos acerca do tema ainda s?o notavelmente incipientes para acad?micos e gestores. Entre estes, pesquisadores destacam o entendimento sobre como se estabelece a motiva??o para o consumidor cocriar com a organiza??o, uma vez que organiza??es enfrentam dificuldades em fazer com que consumidores se disponham a efetivamente participar de atividades de NPD. Tentativas de explicar a motiva??o do consumidor para cocriar com a organiza??o t?m atentado para fen?menos de comunidades virtuais de marca, associando est?mulos de natureza social, e para o engajamento do consumidor, argumentando que fatores sociais podem estimular o consumidor a estreitar v?nculos e a??es com a marca e que o engajamento ? capaz de atuar como uma rota para a cocria??o de valor. Nesta disserta??o, ? proposto um modelo vinculando processos de influ?ncia social na comunidade virtual, engajamento com a marca e propens?o do consumidor para colaborar no NPD. Para testar o modelo, foi necess?rio conduzir um estudo inicial a fim de propor e testar uma medida para o constructo de propens?o do consumidor. Utilizando a medida, juntamente com escalas j? existentes, foi conduzido um segundo estudo para testar o modelo com membros de uma comunidade virtual de marca. Nos dois estudos foram utilizadas t?cnicas de an?lise multivariada centradas na condu??o de modelagem de equa??es estruturais. Tamb?m nos dois estudos foi utilizado o contexto da ind?stria de jogos eletr?nicos. A medida para avaliar a propens?o do consumidor a colaborar no NPD se mostrou confi?vel e v?lida em ambas as an?lises. Os processos de influ?ncia social na comunidade virtual n?o apresentaram efeitos preditivos significantes no engajamento do consumidor, mas o engajamento se mostrou um preditor relevante da propens?o a colaborar no NPD. Assim, a pesquisa envolve achados relevantes para temas de engajamento e de intera??o com consumidores em projetos de novos produtos e promove discuss?es para futuras pesquisas.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5674 |
| Date | 11 March 2014 |
| Creators | Grillo, Tito Luciano Hermes |
| Contributors | Damacena, Cl?udio |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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