Table 4. Conclusions and theoretical and... | Emerald Publishing

Table 4.

Conclusions and theoretical and managerial implications

Conclusions		Theoretical and managerial implications
The effect on customer attitudes is greater for motivators than for deterrents. The coefficient of this effect was low but statistically significant		Marketing strategies should be developed with a focus on motivators. However, negative effect of deterrents (e.g. technology anxiety, lack of trust, skepticism, daily life, task layout, no shared values, no offline meeting and inertia) should also be considered
Cultural context	Deterrents to online co-creation only have a significant negative effect on the attitudes of Spanish users. The effect of motivators is higher for users in the UK than those in Spain. The effect of attitude on user participation is significantly higher for users in the UK than those in Spain	Cultures that are similar to British culture achieve higher participation rates in online co-creation marketing. Such cultures are USA, Australia, Canada and Denmark. Cultures similar to Spanish culture (e.g. Greece, Portugal, Brazil, Argentina, Chile and Russia) should be avoided, as lower levels of user contribution are expected
Age and gender	Older women (>35 years) experience a stronger negative effect of deterrents as compared to younger individuals (<34 years). Younger men demonstrate stronger positive attitudes as compared to their older counterparts	Different levels of participation are expected from different user groups (going from the highest to lowest rates): young male users (<34 years), young female users (<34 years), older male users (>34 years) and older female users (>34 years) Marketers should choose individuals that have a university degree education before those with only a high school diploma
Age and gender	Older women experience a stronger effect of deterrents than older men and men tend to have stronger positive attitudes toward online co-creation than women
Education level	Individuals with high school diplomas tend to be more anxious with technology use or still need to acquire skills necessary for online co-creation

Conclusions		Theoretical and managerial implications
The effect on customer attitudes is greater for motivators than for deterrents. The coefficient of this effect was low but statistically significant		Marketing strategies should be developed with a focus on motivators. However, negative effect of deterrents (e.g. technology anxiety, lack of trust, skepticism, daily life, task layout, no shared values, no offline meeting and inertia) should also be considered
Cultural context	Deterrents to online co-creation only have a significant negative effect on the attitudes of Spanish users. The effect of motivators is higher for users in the UK than those in Spain. The effect of attitude on user participation is significantly higher for users in the UK than those in Spain	Cultures that are similar to British culture achieve higher participation rates in online co-creation marketing. Such cultures are USA, Australia, Canada and Denmark. Cultures similar to Spanish culture (e.g. Greece, Portugal, Brazil, Argentina, Chile and Russia) should be avoided, as lower levels of user contribution are expected
Age and gender	Older women (>35 years) experience a stronger negative effect of deterrents as compared to younger individuals (<34 years). Younger men demonstrate stronger positive attitudes as compared to their older counterparts	Different levels of participation are expected from different user groups (going from the highest to lowest rates): young male users (<34 years), young female users (<34 years), older male users (>34 years) and older female users (>34 years)Marketers should choose individuals that have a university degree education before those with only a high school diploma
Age and gender	Older women experience a stronger effect of deterrents than older men and men tend to have stronger positive attitudes toward online co-creation than women
Education level	Individuals with high school diplomas tend to be more anxious with technology use or still need to acquire skills necessary for online co-creation