Customers' emotions and openness to product co-creation : an empirical analysis based on EEG data
| Autor: | Biercewicz, Konrad, Wiścicka-Fernando, Małgorzata |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Popis: | PURPOSE: The aim of this paper is to identify the emotions and engagement of customers versus their openness to product co-creation. The research was conducted among users of a computer game. DESIGN/METHODOLOGY/APPROACH: The study used high-tech methods EEG (electroencephalography) and a virtual environment, as well as a questionnaire. The research aims to investigate the customer emotions of the players - their engagement in testing the product and their openness to product co-creation. FINDINGS: The authors identified two groups of customers and proposed a simplified condition for testing openness to product co-creation. The study's sample size was small and may not represent the entire population. Only one game-type product was examined. PRACTICAL IMPLICATIONS: The study's findings have practical implications for practitioners in product co-creation, product development, and creating a relationship with customers. For example, the simplified condition can be used for the development of the customer group which is open to co-create the product. ORIGINALITY/VALUE: The research provided insights into the relationship between emotions and player engagement during the game and the determination of openness to product cocreation with the customer. The project is financed within the framework of the program of the Minister of Science and Higher Education under the name “Regional Excellence Initiative” in the years 2019 - 2023; project number RID/IZ/2022/1/70; the amount of financing PLN 10,684,000.00. peer-reviewed |
| Databáze: | OpenAIRE |
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