KOREASCHOLAR

EXPERIMENTS IN EMOTION, CO-CREATION AND TRUST

Marco Luccini, Roger Marshall, Drew Franklin
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350931
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.500
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research is concerned with the mediation of the relationship between co-creation and trust by emotions. Data is generated from responses to questions posed after panellists read a structured scenario. Emotions are found to partially mediate the relationship between co-creation and trust. The mediation effect is stronger in B2C situations than B2B, in services rather than products and for women more than men. In a services context there is full mediation of the relationship between co-creation and trust by emotions for women and for a business-to-consumer context. The strategic imperative that co-creation is vital in the services industry is underscored, particularly in a consumer situation or when dealing with women.

Keyword
co-creationtrustemotiongenderservicesB2CB2B
Author
  • Marco Luccini(University of Trento, Italy)
  • Roger Marshall(Auckland University of Technology, New Zealand)
  • Drew Franklin(Auckland University of Technology, New Zealand)