Co-creation in conventional and collaborative businesses

This study sought to understand how consumer predisposition to co-creation varies between conventional and collaborative fashion businesses. To this end, an inductive research of quantitative nature was performed through a quasi-experiment in which two scenarios were constructed: collaborative business and conventional business. Data were obtained through a questionnaire that measured the consumer’s perception with regard to dialogue, access, risks and benefits and transparency (DART) following the experiment’s design. Statistical analysis consisted of descriptive, reliability, factorial and means comparison. Data analysis indicated the rejection of some hypotheses. It was concluded that there are differences in the two types of business in terms of their predisposition to co-creation, with conventional businesses exhibiting a greater predisposition to co-creation than collaborative businesses.