TRANSFORMING SMARTPHONE OWNERS INTO PARTIAL EMPLOYEES: THE EFFECT OF VALUE CREATION AND INNOVATIVENESS ON CONSUMER COPRODUCTION BEHAVIOUR

摘要: In recent years new research studies have appeared that tackle the issue of smartphone adoption and acceptance, little is known about consumer coproduction behaviour smart phones. Many consumers dedicate to provide feedback companies, help other in solving problems, advocate recommend product consumers; consequently, they are regarded as value co-producers. A better understanding how underlying mechanism facilitate could be worthwhile mobile marketing strategies. Our main goal understand what driving factors deterring behaviours. This study proposes hedonic symbolic drive Also, with high innovativeness more likely engage By using structural equation modelling (SEM), result this shows both give rise behaviours through device attachment. The findings also implications marketers researchers.