Involving consumers in product design through collaboration: the case of online role-playing games.

The release of software attributes to users by software designers for the creation of user-designed forms is regarded as a producer-consumer collaboration, leading consumers to expend significant effort on a specific product. This article identifies such software/product attributes within online role-playing games and then explores how consumers' prior experience affects the evaluation of such attributes. In this article, product attributes comprise customized, content, and interactive externality-sensitive and complementary externality-sensitive attributes, with the value of each attribute being greater for experts than for novices. In Study 1, data were collected and analyzed for the purpose of identifying such features in online role-playing games. The results can also be generalized to convergent products, such as TV games that have been redesigned as online games or mobile games found in Study 2. For the introduction of a convergent product to be successful, our research suggests that the potential market-segment focus should be on knowledgeable consumers who accept such products more readily.