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Consumers’ underlying motives to co-create value are important when determining their willingness to engage in co-creation activities. However, the importance of their motives may vary according to different service contexts. The purpose of this paper is to contribute to the value co-creation research by investigating how the service contexts shape consumers’ motives to co-create.

This paper is based on a survey of 284 consumers. By focusing on professional vs generic services (context), based on differences in knowledge intensity and workforce professionalism, the paper pinpoints the contextual nature of consumer motives to co-create.

The results show that in professional services consumers are positively influenced to co-create by developmental motives, whereas empowerment motives have a negative impact. In turn, the positive effects of individualizing and …