Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/110452
Title: | Customers' emotions and openness to product co-creation : an empirical analysis based on EEG data |
Authors: | Biercewicz, Konrad Wiścicka-Fernando, Małgorzata |
Keywords: | Consumers -- Psychology Electroencephalography Commercial products -- Testing Video games -- Design |
Issue Date: | 2023 |
Publisher: | University of Piraeus. International Strategic Management Association |
Citation: | Biercewicz, K., & Wiścicka-Fernando, M. (2023). Customers' emotions and openness to product co-creation : an empirical analysis based on EEG data. European Research Studies Journal, 26(2), 49-69. |
Abstract: | 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. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/110452 |
Appears in Collections: | European Research Studies Journal, Volume 26, Issue 2 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
ERSJ26(2)A4.pdf | 279.35 kB | Adobe PDF | View/Open |
Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.