In recent years, the trend of customer demand and personalization has become more and more obvious. The previous innovation model can no longer meet the diversified needs of consumers. Therefore, firms vigorously develop open innovation to promote internal and external innovation (von Hippel, 1988). With the rapid development of AI technology, open innovation communities have more interactions with the users. Organizations continue to rely on their open innovation community to collect innovative ideas from non-professional customers and then integrate them into their new product development process to produce innovative products that are more in line with customer preferences (Bayus, 2013). At present, the research on user design focuses on how to increase user design implementation and the idea popularity (Yang et al., 2022; Zhang et al., 2022). Few studies discussed how to motivate consumers to participate in innovative content output from the source. In addition, academic research on user design is mostly limited to management comments, lacking in-depth empirical research (Franke et al. 2008). Previous studies have proved that the number of leading users in the open innovation community is far less than that of non-leading users (Hofstetter et al., 2018), so it is very necessary to improve the willingness of users to participate in community creative activities. With the vigorous development of the new technology, it is an urgent problem to be solved to encourage users to participate in innovation activities and improve the innovation performance of firms (Chesbrough, 2012). Today, firms pay more and more attention on the implementation of AI technology. With AI and user design as the research background, “AI recommendation” and “willingness to design” as the key variables, and the “S-O-R model” and “Self-determination Theory” as the basis, this paper deeply explores whether AI recommendation can be used as a factor affecting user’s participation in design activities from the perspective of users, focusing on the intermediary role of user’s inspiration, competency and self-expression. It also puts forward that product involvement and aesthetic experience openness (Donghwy and Youn, 2018) are the boundary conditions that affect user’s willingness to participate in design. The results show that user’s willingness to participate in design is higher when providing AI recommedation, and the sense of inspiration, competence and self-expression play a mediating role in it. Furthermore, the results show that when product involvement is high, users are more willing to participate in design. Similarly, users with a high degree of aesthetic experience openness are more willing to participate in design activities. This study enriches the theory of enterprise community management, promote the internal information flow of the open innovation community, and provide theoretical guidance and reference for firms to optimize the new product design process.

This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals’ tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how benefits and perceived risks affect the intention to use showed that only aesthetic and self-expressive benefits had significant impacts on the willingness to use. However, only time/economic loss and self-design risks had negative impacts on the willingness to use a service. By gender, there was no difference in benefits and perceived risks to willingness to use for the benefit factors, whereas in terms of perceived risks to willingness to use factors. By age, there were also differences in the effects of benefits and perceived risks to purchase on the willingness to use a rash guard customizing service. There were variations in the perceived risks to the willingness to use and benefits depending on age. In particular, it was found that there were no perceived risks to the willingness to use for the age group of 10s. As design-customizing services based on individual tastes have drawn more attention recently, this research on the benefits and perceived risks to purchasing a rash guard design customizing service, as well as their effects on service use (particularly backed up by comparative analysis by gender and age), is expected to provide insights into design-customizing service strategy development.

While companies in the field of e-commerce have long engaged in the collection of large amounts of customer data and consider them one of their most important assets, insurance companies have only recently started to collect customer data on a large scale (Smith, Dinev & Xu, 2011). Recently, insurance companies have developed tariffs which adjust premiums based on collected data about the insurant’s behavior (e.g. steps/day, visits to the gym etc.). Benefits like fitness courses or lower insurance rates are provided to encourage a healthy lifestyle and attract healthy customers. However, this model can only succeed, if customers are willing to disclose data. As many customers fear an intrusion of their privacy by companies and consider personal health data to be especially sensitive, this disclosure cannot be taken for granted (Anderson & Agarwal, 2011). The paper evaluates two main influencing factors for the willingness to disclose private health data (benefit offered to customers and sensitivity of data requested). It analyzes their effect by conducting an online scenario-based quasiexperiment with 408 participants. Participants are presented with six hypothetical offers by a health insurance (financial and non-financial benefits; low, medium, high data sensitivity) and indicate how they would respond to these offers in terms of data disclosure. We control for individual heterogeneity by including privacy concerns and trust as between-subject factors (Malhotra, Kim, & Agarwal, 2004). Our results indicate that the willingness to disclose health data can be increased by financial rewards at low and medium sensitivity levels. If information is highly sensitive, the willingness to provide data decreases and cannot be compensated by a tariff reduction. Health care providers should therefore carefully consider which data points they choose as mandatory to participate in personalized insurance tariffs, as they could easily scare off potential customers. In our study non-financial benefits (prevention courses) are not able to increase the willingness to disclose data as much as financial benefits. This could be due to a general preference for financial rewards or to the unknown quality of the courses offered.