Co-creation intention and its correlation with perceived value and Word-of-Mouth; considering the role of perceived time risk

Despite the importance of marketing in today's highly dynamic business environment, many companies continue to have under-developed competencies in marketing and understanding customer needs. Virtual co-creation, as a new and growing phenomenon, provides marketers with the opportunity to better understand consumer needs and to reduce failure rates by offering products consistent with their preferences. Given the importance of co-creation phenomenon and the fact that current studies are mostly conceptual, analyzing the value of co-creation from the companie's perspective and neglecting the consumer's value perceptions, therefore, this study aims at deploying TAM to empirically investigate the co-creation value from consumer's point of view considering time risks, and to determine the effect of co-creation intention on positive Word-of-Mouth. To do this, Shatel's Voice of the Customer website was selected as an example of the research and a questionnaire was distributed among 446 customers of the company. Data analyzed using Structural Equation Modeling performed by SPSS18 and AMOS22 statistical software. Results showed that despite the stated risks, customers perceive co-creation valuable and intend to use it in the future, which further leads to positive WOM. Thus, considering the value of co-creation for companies and consumers, it is valid to posit that co-creation is an idea central to marketing and should be incorporated within firm's innovation and NPD strategies.