Refining Virtual Co-Creation from a Consumer Perspective.

The article focuses on virtual co-creation projects and the role of consumers in new product development. The influence of customers' personalities, motivations, and expectations on their decisions to participate in virtual co-creation projects is discussed. The interaction of consumers and organizations during virtual co-creation is explored through social exchange theory. A framework for virtual co-creation research is noted. The effects of extrinsic and intrinsic motivation on participants' expectations for outcomes associated with a project are mentioned. The characteristics of reward-oriented, curiosity-driven, need-driven participants are noted.