Research on the effect of consumer value co-creation interaction behavior on purchase intention in social media
คำสำคัญ:
Social media, Consumer value co-creation, Purchase intention, Brand identification, Structure equationบทคัดย่อ
Social media has been a key platform of marketing in reality. This paper researched the relationship among consumer value co-creation, brand identification and purchase intention on the logical respective of value co-created service, to announce the importance of consumer in value co-creation. It was hypothesized that consumer value co-creation interaction behavior has a positive effect on purchase intention, and consumer brand identification has medium effect between consumer value co-creation interaction behavior and purchase intention. Questionnaires were issued to Chinese consumer crowd, and a total of 608 valid questionnaires were recovered. SPSS24.0 and AMOS24.0 empoyed to do reliability analysis, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). For value co-creation interaction behavior, second order model, correlation and regression analysis were constructed, and check test was employed to validate the hypothesis.
The checked test result showed that consumer value co-creation interaction behavior has a positive effect on purchase intention, and consumer brand identification has medium effect between consumer value co-creation interaction behavior and purchase intention, which validated the hypothesis.
References
Ballantyne, D., & Aitken, R. (2007). Branding in B2B markets: insights from the service-dominant logic of marketing.Journal of Business & Industrial Marketing, 22(6), 363-371.
Beléndel Río, A., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response.Journal of consumer marketing, 18(5), 410-425.
Blasco-Arcas, L., Hernandez-Ortega, B., & Jimenez-Martinez, J. (2014).
Bone, S. A., Fombelle, P. W., Ray, K. R., & Lemon, K. N. (2015). How customer participation in B2B peer-to-peer problem-solving communities influences the need for traditional customer service. Journal of Service Research, 18(1), 23-38.
Brodie, R. J., Hollebeek, L. D., Jurić, B., &Ilić, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
Gallaugher, J., &Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).
Hargittai, E., & Shaw, A. (2015). Mind the skills gap: the role of Internet know-how and gender in differentiated contributions to Wikipedia. Information, communication & society, 18(4), 424-442.
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of service research, 13(3), 283-296.
Kao, T. Y., Yang, M. H., Wu, J. T. B., & Cheng, Y. Y. (2016). Co-creating value with consumers through social media. Journal of Services Marketing, 30(2), 141-151.
Kaplan, A. M., &Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social Web sites. Information systems, 35(2), 215-236.
Komiak, S. X., &Benbasat, I. (2004). Understanding customer trust in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. Information technology and management, 5(1-2), 181-207.
Kumar, V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A., &Henseler, J. (2013). Data-driven services marketing in a connected world. Journal of Service Management, 24(3), 330-352.
Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., &Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.
Maglio, P. P., Vargo, S. L., Caswell, N., &Spohrer, J. (2009). The service system is the basic abstraction of service science.
McAuley, A., &Pervan, S. (2014). Celtic marketing: Assessing the authenticity of a never ending story. Journal of Consumer Behaviour, 13(1), 81-87.
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management, 26(4), 388-406.
Sawhney, M., Verona, G., &Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of interactive marketing, 19(4), 4-17.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., &Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2001). The impact of satisfaction and payment equity on cross-buying: A dynamic model for a multi-service provider. Journal of Retailing, 77(3), 359-378.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
