The Influence Mechanism of Customer Value Co-creation Participation Behavior on Purchase Intention

doi:10.11885/j.issn.1674-5094.2020.09.25.03

Abstract

Abstract: Based on the service-dominant logic， this paper introduces customer experience and explores the influence mechanism of customer value co-creation participation behavior on purchase intention by constructing an impact model of information search， information sharing， interpersonal interaction， and responsible behavior on customer purchase intention. Through confirmatory factor analysis， correlation analysis， multiple regression analysis of the 169 effective questionnaires from mobile phone consumers， we find out that customer value co-creation participation behavior has a significant positive impact on purchase intention， each dimension of customer value co-creation participation behavior contributing differently to customer purchase intention， that customer experience plays an intermediary role in the relationship between customer value co-creation participation behavior and purchase intention， and that information search and responsibility behavior have significantly positive influence on purchase intention， while information sharing and interpersonal interaction have no significant influence on purchase intention. Information search and responsibility behavior have a significantly positive impact on customer experience， while information sharing and interpersonal interaction have no significant impact on customer experience. Customer experience plays an intermediary role between information search and responsibility behavior and purchase intention， but not between information sharing and interpersonal interaction and purchase intention.

Key words: the service-dominant logic, customer value co-creation participation behavior, customer experience, purchase intention, SOR theory

CLC Number:

F713.5

CHENG Chun. The Influence Mechanism of Customer Value Co-creation Participation Behavior on Purchase Intention[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2021, 23(2): 11-19.

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