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Effect of the fit between situational regulatory focus and feedback focus on customers' co-design behavior

Effect of the fit between situational regulatory focus and feedback focus on customers' co-design... Customers' co-design behavior is an important source of knowledge for product innovation. Firms can regulate the focus of information interaction with customers to set goals and motivate their co-design behavior. Drawing on regulatory fit theory and construal level theory, the authors build a research model to study whether the fit between the regulatory focus of firms' task invitations (promotion focus vs prevention focus) and their feedback focus (self-focused vs other-focused) can enhance co-design behavior by improving customers' experiences (perceived meaning, active discovery and perceived empowerment).Design/methodology/approachThe authors conducted two online between-subjects experiments to validate the proposed research model.FindingsThe two online experiments reveal that customers' experiences are enhanced when the feedback focus is congruent with the regulatory focus of the firm's task invitations. Specifically, self-focused feedback has a stronger positive effect on customers' experiences in the prevention focus context. Other-focused feedback has a stronger positive effect on customers' experiences in the promotion focus context. Moreover, customers' experience significantly and positively affects co-design behavior (i.e. co-design effort and knowledge contribution).Originality/valueThis work provides theoretical and practical implications for firms to improve the effectiveness of information interaction with their customers and eventually ensure the sustainability of co-design. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Effect of the fit between situational regulatory focus and feedback focus on customers' co-design behavior

Zhou, Xinxue; Tang, Jian; Wang, Tianmei
Internet Research , Volume 34 (5): 27 – Sep 30, 2024
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References (88)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-11-2022-0861
Publisher site
See Article on Publisher Site

Abstract

Customers' co-design behavior is an important source of knowledge for product innovation. Firms can regulate the focus of information interaction with customers to set goals and motivate their co-design behavior. Drawing on regulatory fit theory and construal level theory, the authors build a research model to study whether the fit between the regulatory focus of firms' task invitations (promotion focus vs prevention focus) and their feedback focus (self-focused vs other-focused) can enhance co-design behavior by improving customers' experiences (perceived meaning, active discovery and perceived empowerment).Design/methodology/approachThe authors conducted two online between-subjects experiments to validate the proposed research model.FindingsThe two online experiments reveal that customers' experiences are enhanced when the feedback focus is congruent with the regulatory focus of the firm's task invitations. Specifically, self-focused feedback has a stronger positive effect on customers' experiences in the prevention focus context. Other-focused feedback has a stronger positive effect on customers' experiences in the promotion focus context. Moreover, customers' experience significantly and positively affects co-design behavior (i.e. co-design effort and knowledge contribution).Originality/valueThis work provides theoretical and practical implications for firms to improve the effectiveness of information interaction with their customers and eventually ensure the sustainability of co-design.

Journal

Internet Research – Emerald Publishing

Published: Sep 30, 2024

Keywords: Feedback focus; Situational regulatory focus; Regulatory fit; Customer experience; Co-design behavior; Co-design effort; Knowledge contribution

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