Abstract
PurposeCustomers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC).Design/methodology/approachBased on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM).FindingsThe authors’ empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC.Originality/valueThis study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC.
Published Version
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