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.
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