Open innovation and factors that affect consumers' co-creation behaviours

Cooperation with stakeholders in the innovation process which is one of the dynamics of economic growth is gradually increasing. In this approach which is called Co-Creation production of innovative ideas in many areas are conducted with consumers particularly in open innovation platforms. This study aims to elucidate the factors that affecting consumers' co-creation behavior. To reach this objective, Planned Behavior Theory is used as the theoretical base to generate variables and the model was extended by adding some different variables that are consistent with research model. This study is conducted with a sample of a open innovation platform members that operates in Turkey. As a result of the study, the attitude of consumers towards co-creation behavior, perceived behavioral control and subjective norms were described and the relationship between these variables and participation intention was revealed. In addition, The impact of perceived risk and benefits of the process on the attitude was explored. Result of the study indicates that consumers have a positive attitude toward co-creation behavior and this has an effect on the participation intention. It seems that perceived psychological and social benefits affect attitude positively while perceived financial risks and benefits has any affect on it. Besides, perceived behavior control has a high impact on co-creation behavior intention. On the other hand, it is not possible to mention social pressure about co-creation. Keywords: Open innovation, co-creation, innovation, planned behavior theory