Proposing a Co-Innovation Intention Model of Users in Platforms Businesses: in case of nutrition and diet therapy

Document Type : Original Article

Authors

1 Department of IT Management, Faculty of Technology and Industrial Management, College of Management, University of Tehran, Tehran, Iran.

2 Department of Tourism Management, Faculty of Management, University of Tehran, Tehran, Iran.

Abstract

With the rapid expansion of platform-based businesses, attention to value co-creation platforms across various sectors has significantly increased. This study aims to identify the factors influencing users' intention to engage in co-innovation within digital platforms focused on nutrition and dietary therapy. The research is grounded in two conceptual frameworks: the Motivation-Ability-Opportunity (AMO) model and the Theory of Reasoned Action (TRA). It examines the impact of users’ motivation, ability, and perceived opportunity on their attitudes and intention toward co-innovation in digital health platforms.

This is a quantitative, descriptive-correlational study conducted using structural equation modeling (SEM) and the SmartPLS software. Data were collected via a structured questionnaire administered to a purposive sample of diabetic patients attending the Taban Clinic in Tehran.

Findings indicate that both motivation and ability have a significant and positive effect on users' attitudes toward co-innovation. Among the motivational dimensions, knowledge-based, social, and intrinsic motivations positively influenced both attitude and behavioral intention. In contrast, financial motivation had no significant effect. Furthermore, the study confirms the moderating role of environmental opportunities in strengthening the link between attitude and co-innovation intention. These insights contribute to the development of more engaging digital health platforms by emphasizing the behavioral and contextual drivers of patient participation in co-innovation initiatives.

Keywords

Main Subjects

Education and Management of Entrepreneurship

Articles in Press, Accepted Manuscript
Available Online from 24 May 2026

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History

  • Receive Date: 02 August 2025
  • Revise Date: 24 May 2026
  • Accept Date: 24 May 2026

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