My App: Factors Influencing the Willingness of Customers to Co-create Mobile Apps

Co-creation is a term that has received widespread attention in academic literature over the past decade. An area where co-creation is important and yet surprisingly little research exists is the co-creation of mobile Apps. The study fills this gap by investigating the major factors that affect user willingness to co-create Apps. A conceptual model was developed by using the theoretical framework of Self-Determination Theory. Data were collected using an online survey among mobile app users of different age groups across India. The data were analyzed using a SEM model in Stata. Information sharing, social connectedness, hedonic motivation, and social integration are the primary factors that greatly affected the willingness of mobile app users to engage in co-creation activities. The result provides a better understanding and great insights about user behavior and intention to co-create in mobile apps which in-turn would help mobile app developers.