Co-production and time use. Influence on product evaluation

This study analyses how time use influences consumers' evaluation of a product and their satisfaction with the co-production activity. It also includes hypotheses about how knowledge and perceived convenience are related to the evaluative constructs. The constructs are checked for reliability and validity, before using structural equation modelling in Lisrel to estimate the relationships between the constructs and their measures. The results showed that time use had a negative influence on perceived convenience and a positive effect on satisfaction with co-production, but did not influence the global evaluation of the product. Satisfaction with co-production and perceived convenience had a positive influence on the global evaluation. Knowledge had a negative influence on time use. Finally, knowledge and perceived convenience had a positive relationship with satisfaction with co-production. In total, seven out of nine hypotheses are supported by the data. The study suggests that time use, perceived convenience, and satisfaction with co-production can be an important variables in the understanding of the evaluative outcome of a co-produced product. The dual role of time use can be positioned as something the consumer wants to minimize for convenient reasons or extended in order to be satisfied with the co-production effort. The paper presents new insights into how co-production and time use influence product evaluation. (C) 2010 Elsevier Ltd. All rights reserved.