Table 2.

Consumers' motives for participating in co-creation processes.

Motivational factors	Authors
Financial rewards—indirect and direct monetary payoffs from co-creation activities.	Wasko and Faraj, 2000; Füller, 2006; Hoyer et al., 2010; Zwass, 2010; Roberts et al., 2014
Career advancement—acquiring skills and experience, becoming known	Lerner and Tirole, 2002; Zwass, 2010; Roberts et al., 2014
Acquiring social capital, personal relationships, and identity construction—co-creators derive a sense of identity from co-creating communities and projects	Wasko and Faraj, 2000; Nambisan, 2002; Füller, 2006; Nambisan and Baron, 2009; Hoyer et al., 2010, Zwass, 2010; Chen et al., 2012; Roberts et al., 2014
Access for social standing and renown	Lerner and Tirole, 2002; Nambisan, 2002; Füller, 2006; Nambisan and Baron, 2009; Hoyer et al., 2010; Zwass, 2010; Chen et al., 2012; Roberts et al., 2014
Self-esteem, self-efficacy, and self-expression	Bandura, 1995; Kollock, 1999
Learning through co-creation from and with others	Wasko and Faraj, 2000; Zwass, 2010; Roberts et al., 2014
Hedonic motivations—enjoyment, flow, playfulness, passion for the task, escapism, desire for better products.	Nambisan, 2002; Nambisan and Baron, 2009; Chen et al., 2012; Roberts et al., 2014
Altruistic desire to contribute—expressions of personal values, ideological beliefs, or deeply felt needs	Kollock, 1999; Zeityln, 2003; Zwass, 2010; Roberts et al., 2014