Virtual reality stimulating customer creativity in product co-development

The creativity of customers is crucial in determining their effective participation in product development and co-creation. This paper investigates how to stimulate customer creativity in product co-development through VR technology. An empirical study was conducted using a questionnaire survey within the theoretical framework of technological mediation. The results demonstrate that VR’s technological embodiment immerses users in realistic virtual environments, enhancing perceived realism and, in turn, fostering customer creativity. Moreover, the possession–self link serves as a mediator between perceived realism and customer creativity. Additionally, self-extension tendency moderates both the effect of technological embodiment on perceived realism and the impact of perceived realism on the possession–self link. This study contributes to the literature on technological mediation theory, consumer creativity, and VR while offering valuable insights for VR designers and businesses.