Abstract
This article provides a systematic way to examine the impact of the innovative knowledge of customers on their recommendation intentions from firm design perspective and investigates the moderating effects of guidance methods and design materials provided combining different aspects of cognitive fit, media richness, and sticky information theories. We use the EQXIU platform, conduct two experiments, and find that there are significant differences between the novice customers and expert customers in their recommendation intentions. Experts are more prone to no-template materials, whereas novices are more inclined to use modules and templates. Therefore, to inspire innovation, firms should offer personalized opportunities based on customers’ knowledge levels to enhance their experience. Firms should also design the innovative activities taking into consideration the knowledge levels of their customers. At last, limitations of this study and directions for further research are discussed.
Highlights
Learning is a key driving factor for customers to take part in firm innovative activities, through which they discover how other people do things and learn how to engage themselves
Drawing from the cognitive fit theory studies, we conjecture that when innovative design matches the level of customer knowledge, the customer’s effort will be lower, thereby resulting in a more confident customer who would be more willing to make recommendations
We presented a set of innovation platforms and asked the participants to rate their level of interest and recommendation intentions based on a 5-point Likert scale
Summary
Learning is a key driving factor for customers to take part in firm innovative activities, through which they discover how other people do things and learn how to engage themselves. Successful completion of an innovative activity following the appropriate guidance methods (GMs) and employing materials may increase their sense of achievement and their motivation. Understanding customer behavior benefits the firm by providing valuable insights to future business practices. Identifying appropriate GMs during the design of innovative activities based on customers’ type and the creation of personalized experiences and materials within the activities are crucial for firms’ survival and success. Businesses are increasingly paying attention to customer innovation. Firms from information technology, retail, and food services have encouraged customers to offer their innovative knowledge and participate actively in the product experience and design. McDonald introduced “Create Your Taste” in China in 2015 to enable customers to unleash their burger
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