Purpose Users in the household sector innovate regularly, but lack incentives to spread their innovations. A recent insight is that diffusion effort can be intrinsically motivated: to confirm an aspired social identity. Yet, previous studies have likely overlooked some identity concepts relevant for diffusion, and users' diffusion effort seems more intricate than the main pathways of sharing and commercialization. Design/methodology/approach We studied users' aspired identities and diffusion behaviors in more detail. Our empirical context was the community of K-pop fans, where users innovate and disseminate innovations for a variety of reasons. Seventeen in-depth interviews were done and analyzed with the Gioia methodology. Findings Four identity concepts were found: handyman, buddy, contributor and professional. These are associated with different diffusion efforts. Free sharing is unraveled into passive showcasing, active assistance and proactive dissemination. Commercial diffusion starts with informal attempts to sell, while venture creation or licensing innovations to producer firms are rare and considered only later. Research limitations/implications Our findings should be replicated in other contexts and validated with quantitative data. Yet, our study informs continued theorizing about the antecedents of various forms of diffusion effort and the associated identities of user innovators. Practical implications Practitioners should account for the intrinsic diffusion motives of users. This will stimulate users to collaborate with commercial firms for product development, and their general willingness to spread innovations for everyone's benefit. Originality/value We unravel known diffusion pathways into subtypes that are more meaningful for users' diffusion effort. Previously undetected user identities (handyman, buddy) are associated with less pronounced diffusion efforts.
Trigo et al. (Tue,) studied this question.