Hamza, Kavita Miadaira2024-03-162024-03-162015SOARES, Ariana Carmo. Co-criação do valor: mensuração da disposição do cliente em co-criar produtos de base tecnológica em ambientes virtuais d einteração. Goiânia (GO), 2015. 122f Dissertaçao (Mestrado Profissional em Administração ) Faculdades Alves Farias , 2015https://repositorio.unialfa.com.br/handle/123456789/274The co-creation of value is a revolution in the way companies and customers interact. In the current competitive landscape interactions between client company has taken on a distinctive role for the customer's decision. The internet has transformed the way consumers react to an offer, the characteristic activism of the XXI Century customers changed and continue to change the dynamics of the relationship between customer and company. In this sense there is the co-creation of value as enabler of building lasting and reliable relationships between customer and company. However, some issues regarding the management practice of co creation of value still leave doubts, especially regarding consumer perception in relation to co-create value in virtual environments. Thus, this work aimed to measure the factors that influence the willingness of a customer to participate in the co-creation of a technology-based product in virtual environments, so that it was possible to identify the factors that impacted on the provision of a customer co-create. To achieve this goal, it was first performed a theoretical survey of characterizing aspects of the topic. Then major studies to measure the co-value creation from the consumer point of view have been identified. The analyzes performed in studies led to the identification of two major surveys. The first was a scale designed to measure the customer's willingness to co-create technology-based services and the second a study which showed customer empowerment elements, support tools, and job involvement as a client layout influencers in co- create virtual environments. Thus, with the intention to respond to the research goal, we used the layout measuring scale and influential elements of co-creation in virtual environments. The intention was to measure the degree of prediction of influential elements on the client's willingness to co-create in virtual environments. To this end, two techniques of multivariate analysis were used, the Exploratory Factor Analysis and Multiple Regression, the first aimed at data reduction and the second designed to measure the dependency ratio. The results showed that the elements referred to as influencers little impact on the customer's willingness to co-create, and this can be explained by the different context of the scale application. In addition, the results showed customer interest in co-create, and indicated for future studies that will further contribute to the expansion of knowledge on the subject.ptAmbientes Virtuais de InteraçãoDisposição em co-criarInternet