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Consumers are an important source of innovation. They primarily innovate out of non-monetary motivations, such as use interest, learning and social rewards. Nonetheless, increasing numbers of such consumer and user innovators recently began diffusing their creations on online marketplaces, where they price and commercialize them. This empirical work reveals that, compared to firms, consumers’ different motivations to innovate affect their pricing decisions systematically in terms of cost, customer quality and competition considerations. Furthermore, it shows that customers’ price evaluations differ consistently when a product is marketed as created by consumers. Two empirical, sequential mixed methods studies were conducted for testing a series of hypotheses derived from fusing pricing research with consumer and user innovation theory. The empirical work was executed in the field of indie video games. Its core quantitative analyses were carried out with data scraped from the Steam computer game marketplace. Interviews and experiments with commercializing consumer innovators and their customers scaffold the findings from the market data analyses. The generated knowledge helps (a) consumer and user innovators to shape and validate their marketing strategies, (b) business administrators to respond to an influx of consumer innovators as competitors, and (c) economists in understanding the market impacts of commercial consumer innovation diffusion.
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Keywords
- American English
- Behavioural economics
- Business & management
- Business innovation
- Diffusion
- E-commerce: business aspects
- Economics
- Economics, finance, business & management
- English
- Entrepreneurship
- Indie
- Indo-European languages
- Inventions & inventors
- Language qualifiers
- Management & management techniques
- Management of specific areas
- Marketing
- Pricing
- Sales & marketing
- Sales & marketing management
- Technology, engineering, agriculture
- Technology: general issues
- thema EDItEUR::2 Language qualifiers::2A Indo-European languages::2AC Germanic and Scandinavian languages::2ACB English::2ACBK American English
- thema EDItEUR::K Economics, Finance, Business and Management::KC Economics
- thema EDItEUR::K Economics, Finance, Business and Management::KC Economics::KCK Behavioural economics
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJD Business innovation
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJE E-commerce: business aspects
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJH Entrepreneurship / Start-ups
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing
- User Innovation
Links
DOI: 10.30819/5510Editions