Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co‐creation Activities

An increasing number of firms are hosting virtual customer environments (VCEs) to involve their customers in product development and product support activities. While the benefits to companies from hosting such VCEs are clear, another closely related issue has received far less attention: Why do customers participate voluntarily in value cocreation (here, product support) activities in such virtual customer environments? This study seeks to answer this question by developing and testing a conceptual model that draws on the uses and gratifications approach to consider an integrated set of four benefits that customers gain from their interactions in VCEs. The research model also incorporates the interaction‐based antecedents of these customer benefits. Drawing on concepts and insights from the areas of computer‐mediated communication and brand communities, the key characteristics of customers' interactions in the VCE are identified and related to the aforementioned four types of benefits. The study hypotheses are tested using data collected from customer participants of the VCEs of two firms, Microsoft and IBM. The dependent variable, customers' actual participation in the VCE, is operationalized as a time‐lagged variable, and the data for this are sourced from the Netscan database. Results offer strong support for the model and indicate that customers' participation in product support activities in a VCE is motivated not just by their “citizenship” or norm‐related behavior but stems primarily from their beliefs concerning the benefits of engaging in such activities. Results also show the impact of key interaction characteristics of VCEs on such perceived benefits and imply the need for firms to carefully design their VCEs to enhance customers' perceptions regarding potential benefits. The research model and the findings hold important implications for research and practice in customer coinnovation and product development. The model provides the basis for identifying the appropriate set of VCE design features. Companies can test the efficacy of their VCE design features by focusing on how such features augment the four types of benefits discussed and thereby ensure continued customer participation. The study findings also hold broader implications for practice in the customer relationship management area, particularly with regard to the potential to combine customers' VCE interactions with appropriate offline product‐related activities and to view the VCE as an integral element of the firm's overall customer relationship management initiative.