PACIS 2021 Proceedings

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Customers’ co-design behavior in online customization communities can provide important knowledge for firms to develop customizable products and achieve business value. Feedback from firms can effectively enhance customers’ co-design behavior. Based on the relevance of information to one’s self or others, drawing upon regulatory focus theory and construal level theory, we propose a research model to depict the influence of feedback focus (self-focused vs. other-focused) on customers’ co-design behavior through their experience (perceived meaning, active discovery, and perceived empowerment) and determine whether the feedback focus congruent with the regulatory focus of contextual cues (promotion vs. prevention) can enhance customers’ experience. We will conduct an online experiment to validate our research model. The findings will extend the research on feedback information and customization.



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