The Impact of Extrinsic Motivation on Prosumption: Digital Service Brands

Prosumption is a proactive way of enhancing consumer–brand relationships and better meeting consumer needs. Although the prosumer concept has received considerable research attention, the number of empirical research studies on this topic is still significantly low. Based on the self-determination theory, this study developed and proposed a model exhibiting how extrinsic motivations affect prosumer behaviors. Data were collected online, and we used a structural equation model to predict the research model. Sample analysis revealed that three typical components of extrinsic motivations — a desire for financial incentives, a desire for socialization, and a sense of belonging — have significant positive effects on prosumption. Additionally, the evidence from this study emphasized the causal associations between prosumer behaviors. We also discussed the implications of the study findings for practice and research, along with limitations and future research directions. The chapter contributes to the prosumption literature and provides comprehensive insights to brand managers who desire to improve their digital service strategies.