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"Om jag har gjort det så är det ju fantastiskt" - en kvalitativ studie om konsumentens syn på samskapandet av värde

Möllerberg, Emma LU and Larsson Nordström, Linnea LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
Consumers have previously been viewed as a large mass, that organisations could provide with information. This view cannot be further from what today’s active consumer role looks like. The new active role of today’s consumer has changed the way organisations think about their communication towards consumers. New ways of communication, enabled by the active and participatory consumer, have provided new opportunities for both the organisation and the consumer, such as value co-creation. This study aimed to, through a exploratory qualitative research method, study the individual consumer ́s perspective on value co-creation. An egocentric consumer is revealed, that will only partake in value co-creation if so fits its personal goals. At the... (More)
Consumers have previously been viewed as a large mass, that organisations could provide with information. This view cannot be further from what today’s active consumer role looks like. The new active role of today’s consumer has changed the way organisations think about their communication towards consumers. New ways of communication, enabled by the active and participatory consumer, have provided new opportunities for both the organisation and the consumer, such as value co-creation. This study aimed to, through a exploratory qualitative research method, study the individual consumer ́s perspective on value co-creation. An egocentric consumer is revealed, that will only partake in value co-creation if so fits its personal goals. At the same time the consumers are ambivalent. They are divided between thinking that they want to interact in co-creation activities, but they are sceptical about the organisations motives. Another finding in this study was the emotional driver to participate, consumers are either dissatisfied or very satisfied when deciding whether to partake in value co-creation. (Less)
Abstract (Swedish)
Konsumenter har tidigare setts som en stor massa som organisationer kunde göda med information. Detta synsätt är långt ifrån dagens aktiva konsumentroll, dagens aktiva konsument har tvingat organisationer till att förändra sättet de kommunice- rar med sin målgrupp. De nya sätten för kommunikation som har skapats av den aktiva konsumenten har genererat nya möjligheter för både organisationer och konsumenter, bland annat har fenomenet samskapande av värde uppstått. Denna studie ämnade att på ett explorativt sätt undersöka konsumentens individuella mottagarperspektiv på samskapande av värde. En självcentrerad konsument som styrs av personliga målsättningar har i denna studie avslöjats, vilket innebär en konsument som endast deltar i... (More)
Konsumenter har tidigare setts som en stor massa som organisationer kunde göda med information. Detta synsätt är långt ifrån dagens aktiva konsumentroll, dagens aktiva konsument har tvingat organisationer till att förändra sättet de kommunice- rar med sin målgrupp. De nya sätten för kommunikation som har skapats av den aktiva konsumenten har genererat nya möjligheter för både organisationer och konsumenter, bland annat har fenomenet samskapande av värde uppstått. Denna studie ämnade att på ett explorativt sätt undersöka konsumentens individuella mottagarperspektiv på samskapande av värde. En självcentrerad konsument som styrs av personliga målsättningar har i denna studie avslöjats, vilket innebär en konsument som endast deltar i samskapandet av värde om personliga mål kan uppnås. Samtidigt är konsumenten i denna studie ambivalent. De är kluvna mellan att vilja delta i samskapande aktiviteter, men är skeptiska till motiven hos organi- sationerna. Andra upptäckter i denna studie är att det ofta är starka känslor som får konsumenten att delta i samskapandet av värde, antingen är det missnöjda eller väldigt nöjda. (Less)
Please use this url to cite or link to this publication:
author
Möllerberg, Emma LU and Larsson Nordström, Linnea LU
supervisor
organization
alternative title
"If I've made it, then it's fantastic!" - a qualitative study of the consumer's perception of co-creation of value
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
value co-creation, co-creation of value, ambivalent consumer, emotional drive, active consumer, marketing communication, strategic communication, samskapande av värde, ambivalent konsument, marknadskommunikation, strategisk kommunikation, känslomässig drivkraft, motivationsfaktor, aktiv konsument
language
Swedish
id
5468462
date added to LUP
2015-06-12 08:01:16
date last changed
2015-06-12 08:01:16
@misc{5468462,
  abstract     = {Consumers have previously been viewed as a large mass, that organisations could provide with information. This view cannot be further from what today’s active consumer role looks like. The new active role of today’s consumer has changed the way organisations think about their communication towards consumers. New ways of communication, enabled by the active and participatory consumer, have provided new opportunities for both the organisation and the consumer, such as value co-creation. This study aimed to, through a exploratory qualitative research method, study the individual consumer ́s perspective on value co-creation. An egocentric consumer is revealed, that will only partake in value co-creation if so fits its personal goals. At the same time the consumers are ambivalent. They are divided between thinking that they want to interact in co-creation activities, but they are sceptical about the organisations motives. Another finding in this study was the emotional driver to participate, consumers are either dissatisfied or very satisfied when deciding whether to partake in value co-creation.},
  author       = {Möllerberg, Emma and Larsson Nordström, Linnea},
  keyword      = {value co-creation,co-creation of value,ambivalent consumer,emotional drive,active consumer,marketing communication,strategic communication,samskapande av värde,ambivalent konsument,marknadskommunikation,strategisk kommunikation,känslomässig drivkraft,motivationsfaktor,aktiv konsument},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Om jag har gjort det så är det ju fantastiskt" - en kvalitativ studie om konsumentens syn på samskapandet av värde},
  year         = {2015},
}