Despite the importance of technology-based innovation and customer participation for both practitioners and academics, the impact of different customer participation types in new product innovation has rarely been addressed. Since consumers' positive assessment of new technologies leads to positive outcomes in the market, consumer evaluation of new technologies is important. Thus, examining the consumer perception of technology-based innovation including the different levels of customer participation is meaningful to new theoretical and practical insights.

• Hyeyeon Yuk(Institute for Business Research and Education at Korea University Business School Republic of Korea)
• Euejung Hwang(University of Edinburgh, United Kingdom)
• Tony Garrett(Korea University Business School, Republic of Korea)
• Jong-Ho Lee(Korea University Business School, Republic of Korea)