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Title: |
Customer Participation in Network Environment: Literature Review |
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Source: |
The Conference on Web Based Business Management (WBM 2010 E-BOOK)
(pp 409-412)
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Author(s): |
Shi Qiao, Dept. Marketing, Tianjin University of Finance and Economics, Tianjin, China
Tang Yao, Dept. Marketing, Nankai University, Tianjin, China |
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Abstract: |
With the development of information technology and the expansion of consumers’ knowledge base, more and more customers have developed awareness, knowledge and abilities to participate in the production process of product or service. At the same time, the emergence of Web 3.0 witnesses the new era of co-creation. Although research in customer participation has been developing, very little has been conduct to explore or examine customer participation in network context. This article provides a synthesizing overview of the past 20 years of research on this subject in terms of five facets: concept, forms, motives, influences, and how to manage. It also discusses the limitation of present research and direction for further research.
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