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What is Challenging Fun 1 about?

This study investigates the role of enjoyment in sustaining customer interest in co-creation, particularly under challenging tasks. Findings indicate that both utilitarian and hedonic values positively influence sustained interest, with enjoyment acting as a mediator. Engaging in challenging tasks enhances the relationship between utilitarian value and co-creation enjoyment, highlighting the importance of enjoyable experiences in fostering customer engagement in innovation processes.

Author

ua2014feb

Language

EN