Antecedents, moderators, and consequences of co-creation: A research in the field of open-source software development

Abstract

Service-Dominant Logic (SDL) in marketing challenges conventional definitions of goods and services by redefining service as the application of specialized competencies and resources for the benefit of others. It emphasizes that all firms essentially act as service providers using goods as a means to deliver services. SDL shifts the perspective towards viewing customers as active participants in the value creation process, rather than mere recipients of goods and services. The concept of co-creation takes center stage within the realm of SDL, underlining the significance of involving customers in the co-design and delivery of personalized services. This study delves into co-creation, with a specific focus on two pivotal variables: co-creation participation and co-creation experience. The first segment investigates the antecedents and moderators of co-creation, including influential factors such as the sense of community, platform identification, and innovativeness, which drive active participation. The second part scrutinizes the outcomes of co-creation, shedding light on the economic and relational benefits, alongside indirect effects like satisfaction and its impact on future engagement and advocacy. The study's data collection involved conducting an online survey distributed through open-source community platforms dedicated to the development of the Linux operating system, resulting in a commendable response rate of 41.10%. The research accentuates the advantages of co-creation, encompassing both direct and indirect benefits. Directly, it creates economic and relational value by fostering participants' sense of connection and ownership, which in turn generates emotional and economic value, nurtures trust, and cultivates loyalty. Additionally, it underscores the pivotal role of satisfaction in shaping perceptions of product quality and influencing future participation. In addition to these benefits, the study delves into the exploration of three key factors in co-creation: platform identification, sense of community, and innovativeness. These elements are identified as precursors to successful co-creation, playing a dual role with both direct and moderating effects on the co-creation process. Collectively, the research emphasizes the potent link between co-creation experience and participation, underscoring how emotional bonds and a sense of accomplishment serve as motivating factors for sustained involvement. This connection empowers participants, enabling them to actively shape the development of products and services, potentially leading to the formation of meaningful relationships and enduring connections with firms