La co-creación en negocios convencionales y colaborativos

  • Lívia Nogueira-Pellizzoni Graduate student, Graduate Program in Management, Federal University of Paraíba (UFPB), João Pessoa, Brazil.
  • Renata Francisco Baldanza Professor, Graduate Program in Management, Federal University of Paraíba (UFPB), João Pessoa, Brazil.
Palabras clave: consumo colaborativo, co-creación, negocios de moda

Resumen

Este estudio buscó entender cómo la predisposición del consumidor a la co-creación varía entre los negocios de moda convencionales y colaborativos. Para esto, se realizó una investigación inductiva, de naturaleza cuantitativa, por medio de un cuasi-experimento en el cual se construyeron dos escenarios: negocios colaborativos y negocios convencionales. Los datos fueron obtenidos a través de un cuestionario que midió la percepción del consumidor en relación al diálogo, acceso, riesgos y beneficios y transparencia (DART) después del proyecto del experimento. El análisis estadístico consistió en análisis descriptivos, de confiabilidad, factorial y comparación de medias. El análisis de los datos generó el rechazo de algunas hipótesis. Se concluyó que existen diferencias en los dos tipos de negocios acerca de la predisposición para la co-creación, encontrando que los negocios convencionales muestran mayor predisposición a la co-creación que los negocios colaborativos.

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Citas

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Publicado
2019-04-25
Cómo citar
Nogueira-Pellizzoni, L., & Baldanza, R. F. (2019). La co-creación en negocios convencionales y colaborativos. Estudios Gerenciales, 35(151). https://doi.org/10.18046/j.estger.2019.151.3055
Sección
Artículo de investigación