Abstract
This study sought to understand how consumer predisposition to co-creation varies between conventional and collaborative fashion businesses. To this end, an inductive research of quantitative nature was performed through a quasi-experiment in which two scenarios were constructed: collaborative business and conventional business. Data were obtained through a questionnaire that measured the consumer’s perception with regard to dialogue, access, risks and benefits and transparency (DART) following the experiment’s design. Statistical analysis consisted of descriptive, reliability, factorial and means comparison. Data analysis indicated the rejection of some hypotheses. It was concluded that there are differences in the two types of business in terms of their predisposition to co-creation, with conventional businesses exhibiting a greater predisposition to co-creation than collaborative businesses.
Highlights
In today’s post-industrial society, consumption can take on multiple facets; this study focuses on collaborative practices
In view of the versatility and representativeness of the fashion sector, and going into more depth regarding the context of co-creation, this study had as an objective to understand how interest in co-creation is manifested in the clothing industry
This study has the following structure, which will be detailed in the topics and subtopics ahead: first, we present the theoretical contribution that works with the tripod cocreation of value; blocks of co-creation dialogue, access, risk-benefit and transparency (DART); and collaborative consumption; detail the methodological procedures, elucidating the hypotheses tested, the experimental design and its scenarios, the methodological care as well as the methods of data collection and analysis; we present the analysis and discussion of the data and discuss the tested hypotheses, to present the conclusions of the study
Summary
In today’s post-industrial society, consumption can take on multiple facets; this study focuses on collaborative practices. On one hand, the varviety of products and ease of access are the cause and effect of global markets, on the other, modern social and technological changes have led consumers into seeking out alternative practices, meaningful consumption and a search for the meaning of life (Sawhney, Verona & Prandelli, 2005) Because of their cultural and industrial features, businesses search for organizational solutions to improve the consumer experience and create value for the consumer (Cietta, 2012; Lipovetski, 2009; Nunes & Da Silveira, 2016). In view of the versatility and representativeness of the fashion sector, and going into more depth regarding the context of co-creation, this study had as an objective to understand how interest in co-creation is manifested in the clothing industry To this end, the experimental method compared how consumers behave with regard to conventional clothing shops and to clothing sharing shops to identify differences in the form of consumption and its influence on the consumer’s predisposition to co-creation. This study has the following structure, which will be detailed in the topics and subtopics ahead: first, we present the theoretical contribution that works with the tripod cocreation of value; blocks of co-creation dialogue, access, risk-benefit and transparency (DART); and collaborative consumption; detail the methodological procedures, elucidating the hypotheses tested, the experimental design and its scenarios, the methodological care as well as the methods of data collection and analysis; we present the analysis and discussion of the data and discuss the tested hypotheses, to present the conclusions of the study
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