Companies have begun to tap into the resources of their customers to co-create unique and personalized experiences. This study aimed to investigate the influences of openness to experience, known as a customer personality trait, and the perceived physical environment on customers’ intention to participate in a co-creation experience. Positive anticipated emotions were introduced to explain the underlying process of co-creation. The data were collected from full-service restaurant diners in the United States. The results indicated that customers who score high in openness to experience are more likely to participate in the co-creation experience whereas the perceived physical environment did not influence the intention directly. The mediating role of positive anticipated emotions was significant between the perceived physical environment and the intention and between openness to experience and the intention. Theoretical and practical implications were discussed in the study.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
- Strategy and Management