INVOLVING CONSUMERS IN THE VALUE CREATON IN THE CONTEXT OF ICT DEVELOPMENT
DOI:
https://doi.org/10.5755/j01.em.18.2.3982Keywords:
CONSUMER, INVOLVEMENT FACTORS, INVOLVEMENT TO CREATE VALUE, SOCIAL NETWORKS, VALUE TO CUSTOMER, MOTIVATIONAL FACTORS, MATERIAL FACTORS, FACTORS OF NEEDSAbstract
Analyzing different types of consumers and factors, which influence the involvement in the value creation, the process of customer involvement is perceived as a complex system, which the company has to control in order to get full and active participation of consumers. The aim of the work – prepare a conceptual model of consumers involvement into the value creation in the context of the development of ICT.
First of all it seeks to reveal the conceptual essence of the value in the latest marketing theories. It identifies the shared value dimensions, supported by its development theoretical approaches (Dholkia et al., 2003; Prahaland and Ramaswamy, 2004). The paper identifies and supports the dimensions of shared value for the user. Reveal features of consumers involvement into value creation. The concept of consumers’ involvement is based as well as identification of the factors which determine the consumers’ involvement into the value creation. Based on generalized theoretical provision, a conceptual model of consumer involvement into the value creation in the context of the development of ICT is prepared.
