The role of affinity for prosumption experiences and values |
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| Authors: | Marco Wolf Wendy Ritz Shaun McQuitty |
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| Affiliation: | 1. School of Leadership, University of Southern Mississippi, Long Beach, Mississippi, USA;2. Department of Marketing, Florida State University Panama City, Panama City, Florida, USA;3. Department of Marketing, Entrepreneurship, and Information Systems, Athabasca University, Athabasca, Alberta, Canada |
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| Abstract: | Prosumers are individuals who produce goods they consume themselves. The prosumption literature suggests that prosumption can be enhanced through knowledge sharing, creativity and innovation, and developing expertise. In this article, we investigate the relationships between prosumption experiences, prosumption values, and affinity with a prosumption activity. We use a structural equation model approach to evaluate the relationships between these constructs and assume that affinity can mediate the relationship between prosumption experiences and values. We collect empirical data from prosumers who homebrew their own beer and confirm that prosumption experiences and values are positively related, and that affinity mediates the relationship between experiences and values. Implications deriving from these findings are discussed along with directions for future research. |
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