#5326. What motivates and deters users’ online co-creation? The role of cultural and socio-demographic factors

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Sociology
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Abstract:
Purpose: This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online. Design/methodology/approach: The data from two different cultures the UK (306 users) and Spain (307 users) have been collected and compared by performing multi-group analyzes (MGAs) across cultural context, age, gender and educational level using a structural equation modeling approach.
Keywords:
Co-creation; Cross-cultural studies; Culture; Deterrents; Multi-group analysis; Multicultural marketing; Online; Online consumer behavior; PLS-SEM; Socio-demographics

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