What motivates and deters users’ online co-creation? The role of cultural and socio-demographic factors

This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online.,The data from two different cultures the UK (306 users) and Spain (307 users) have been collected and compared by performing multi-group analyzes (MGAs) across cultural context, age, gender and educational level using a structural equation modeling approach.,Cultural context, age, gender...