S-D logic requires not only the businesses to become more co-creative, but also the end-users. Researchers mayidentifytheways in which the end-users can be motivated orprovided incentives to contribute to value co-creation. For instance, Fu¨ller et al. (2009) examines the effects of end-user empowerment on internet-based value co-creation activities. Xie et al. (2008), on the other hand, explored the motivational mechanisms of end-user’s propensity to produce for self-consumption.