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WorldCist'18 - 6th World Conference on Information Systems and Technologies

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Who Are Your Design Heroes? Exploring User Roles in a Co-Creation Community

Co-creation with users in online communities has proven to be a powerful means for idea generation and product innovation. Crowdsourcing ideas in a contest setting within an innovation-contest community, in particular, represents an effective method to gather a variety of ideas within a short time and with reasonable financial investment. Users benefit as well. They can be part of industrial value creation, enjoy interacting with a company and socializing with other users, and win a prize. Interestingly, many users not only compete for prizes, but also collaborate with others by giving feedback and exchanging ideas. Thus, we find high heterogeneity among users which asks for thorough community management. In this study, we explore specific user roles and communication patterns in an industrial design contest community by applying cluster analysis based on network measures as well as content analysis. Four distinct user roles were found that differ in communication and contribution behavior and, thus, adequate strategies (incentives, facilitation, communication etc.) to treat them accordingly need to be developed.

manuel moritz
helmut schmidt university
Germany

tobias redlich
helmut schmidt university
Germany

jens wulfsberg
helmut schmidt university
Germany

 

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