In:
HMD Praxis der Wirtschaftsinformatik, Springer Fachmedien Wiesbaden GmbH, Vol. 59, No. 1 ( 2022-02), p. 246-260
Abstract:
Virtual reality promises to provide many advantages for co-creation processes, e.g., modeling a virtual representation of a product that customers can precisely examine and adapt before the product is actually produced. However, it is unclear how employing VR affects customers’ co-creation experience, which has been shown to be decisive for co-creation outcomes. Focusing on immersion, the state of being exclusively concentrated on a virtual task, as a key characteristic of VR, we conducted a laboratory study in which participants created a novel hotel room design using a tailored VR application. The results show that immersion has strong and significantly positive effects on customers’ co-creation experience, resembled by enjoyment, competence, and autonomy. Additionally, our results show that enjoyment and autonomy contribute to customers’ satisfaction with a co-creation task, but we do not find similar effects of competence. Finally, we identified interactivity and telepresence as main drivers of immersion. Our results have important implications for companies seeking to integrate customers in innovation processes and specifically in the development of new products and services. While VR poses the opportunity to generally enhance these processes, companies should make sure that the VR application is particularly interactive. Furthermore, customers’ co-creation experience should be as enjoyable as possible and provide customers with great autonomy in developing and designing new products and services.
Type of Medium:
Online Resource
ISSN:
1436-3011
,
2198-2775
DOI:
10.1365/s40702-021-00812-1
Language:
German
Publisher:
Springer Fachmedien Wiesbaden GmbH
Publication Date:
2022
detail.hit.zdb_id:
1015731-1
detail.hit.zdb_id:
2109643-0
SSG:
3,2
