Research On The Influence Of Customer Psychology On Value Co-creation From The Perspective Of Multi-interaction

With the continuous development of information technology and Internet technology,the connection between enterprises and customers has become increasingly convenient and close.On the one hand,it provides convenience for enterprises to understand customers’ needs faster and better.On the other hand,it is also conducive to breaking the barriers between enterprises and customers,promoting the in-depth communication and cooperation between them,and then becoming a new innovation power of enterprises by giving play to customers’ participation and creativity.In particular,as various Internet platforms increasingly become the carrier of value co creation,value co creation based on service ecosystem has become a more favorable model for enterprises to achieve value co creation.At present,although more and more platform-based service ecosystems begin to pay attention to customer participation and creative potential,it is difficult to make it truly become a sustainable and stable value co creation force.The existing research on value co creation of service ecosystem focuses on the integration of resources and the layout of interest relations among all parties in the system.Most of them explore the motivation,ways and methods of realizing value co creation from the perspective of enterprises,while ignoring the impact of customer psychological factors,especially from the perspective of multi-element interaction.Therefore,starting from the interactive,networked and dynamic characteristics of the service ecosystem,based on different psychological dimensions of customers,this paper reveals the impact mechanism of customer psychology on value co creation from the perspective of multiple interactions.This paper takes the service ecosystem of virtual automobile trading platform,which has developed rapidly in recent years,as the research object,comprehensively uses social cognition theory,social identity theory,customer satisfaction theory and value co creation theory,and combines literature analysis to build a theoretical model,and puts forward research hypotheses.The empirical research adopts a combination of qualitative and quantitative methods,carries out concept sorting through grounded theory,carries out open coding,spindle coding and selective coding on the specific concept content of the four dimensions of multiple interaction through interviews,and designs a scale of the four dimensions of multiple interaction through theoretical saturation test.Other variables combine industry characteristics and expert opinions to select a mature scale.Subsequently,through pre survey and secondary survey,428 questionnaires were collected and structural equation model analysis was carried out.Confirmatory factor analysis was carried out in combination with Spss26.0 and Amos26.0 software.The following conclusions were obtained through convergent validity,discriminant validity,correlation analysis and path model test:(1)Perceived ease of use,interactive emotion and mutual assistance in the multiinteraction of value co creation ecosystem have a significant positive impact on psychological ownership,while interpersonal interaction has no significant positive impact on psychological ownership;Interpersonal interaction,perceived ease of use and interactive emotion have a significant positive impact on customer engagement,while mutual assistance has no significant positive impact on customer engagement.In the multiple interactions of the Internet platform ecosystem,the simple and easy-to-use platform design,the smooth interaction between customers and seller groups,and the beneficial mutual assistance between customers can strengthen customer stickiness,make the relationship between customers and the platform closer and generate a sense of belonging,while accompanied by the strengthening of customers’ psychological ownership of enterprises.In addition,information satisfaction obtained through interaction will also improve customers’ self-efficacy,which will lead to the improvement of psychological ownership.Among the factors of interaction,the positive impact of interpersonal interaction on psychological ownership is not significant,indicating that the interaction between customers may bring more psychological communication between customers and other customers than the strengthening of the relationship between customers and enterprises.Customer engagement in multiple interactions is the behavior of customers to go beyond the transaction itself and a personalized view of the enterprise.The platform provides scenes for smooth communication between customers and emotional communication between buyers and sellers,which is conducive to enhancing the emotional connection between customers and enterprises and cultivating "harmonious" fit customers.However,among the factors of interaction,the positive impact of mutual assistance on customer engagement is not significant,indicating that the help obtained through interactive communication between customers may contribute to the sense of tacit understanding between customers,not between customers and enterprises.(2)Psychological ownership has a positive impact on customer engagement,customer loyalty and customer perceived value.It plays an intermediary role between perceived ease of use,interactive emotion,mutual assistance and customer engagement,but the intermediary role between interpersonal interaction and customer engagement is not significant.Once the sense of ownership comes into being,customers will feel a close relationship with the enterprise and become a "collaborator".With the customer’s civic behavior towards the enterprise and the in-depth communication between customers and the enterprise,it is easier to produce a sense of psychological fit,and even have a greater impact on customer loyalty than customer satisfaction.The sense of efficacy and intimacy brought by psychological ownership also significantly help customers’ perceived value.Customers with psychological ownership have a sense of citizenship to the enterprise,produce endowment effect,think that the enterprise is "own",and strengthen the tacit understanding brought by interaction.The mediating effect of psychological ownership between interpersonal interaction and customer engagement is not significant,which shows that even if you think you are a "corporate citizen",you cannot play the value-added role of customer communication on tacit understanding.(3)Customer engagement has a positive impact on customer loyalty,and customer engagement plays an intermediary role between psychological ownership and customer loyalty.Customer psychological ownership and customer engagement are two psychological variables closely related to customer citizenship behavior and customer participation in the process of interaction between enterprises and customers,and customer loyalty is a more direct embodiment of value co creation.In addition,customers who are "in tune" are more likely to become loyal customers.They have a deep understanding of corporate behavior.This "sense of rebellion" is easier to promote loyalty.Customers who fit in with the enterprise can promote "citizen" and "owner" customers to produce stronger loyalty.It can be said that these three aspects are mutually reinforcing.(4)By positively influencing psychological ownership and customer engagement,the factors of multiple interactions can promote the recognition of enterprises,and then positively affect the two variables focusing on customer psychological measurement that represent the results of value co creation: customer perceived value and customer loyalty,forming a complete dual path of promoting value co creation through multiple interactions.These two paths interact cooperatively and dynamically to form "resonance" and enlarge the multi-win effect of value co creation.(5)Customer trust positively regulates the positive effect of psychological ownership on customer perceived value,and positively regulates the positive effect of customer engagement on customer loyalty.For customers with strong trust,the positive impact of psychological ownership on customer perceived value is stronger,and the positive impact of customer engagement on customer loyalty is also stronger.Psychological trust promotes the possibility for customers and enterprises to gain valueadded in the co creation interaction.Therefore,the types of customers participating in the interaction also have an impact on the final value co creation results.The main contributions and innovations of this paper include:(1)Research perspective Innovation: from the perspective of customer psychology,reveal the impact mechanism of platform ecosystem multiple interactions on value co creation.At present,the research on value co creation of service ecosystem is mainly from the perspective of enterprises,ignoring the in-depth study of customer psychological factors.Starting from the multi-interaction of the platform ecosystem based on the perspective of customer psychology,this paper deeply analyzes the customer psychology of different dimensions,pays attention to customer experience and perception,and discusses the psychological variables related to value co creation,such as psychological ownership,customer engagement,customer perceived value,customer loyalty and customer trust,and their action mechanism on value co creation.Although previous studies on value co creation have also discussed factors such as psychological ownership and customer engagement,few studies have integrated these variables and classified them.The value co creation experience process studied in this paper selects two variables: psychological ownership and customer engagement related to the psychological identity of enterprises.The outcome variable selects two value variables:customer perceived value and customer loyalty measured by observing customer psychology,and selects customer trust,a psychological variable that focuses on the perspective of individual characteristics,as the adjustment variable,which fully reflects the relationship and action principle of various psychological variables in value co creation,It opens the dark box of customers’ influence on value co creation,and provides ideas for promoting customers to become a continuous and stable value co creation force.(2)Research Path Innovation: a dual path model is proposed and tested,in which the platform’s multiple interactions affect the effect of value co creation through customer psychological factors,providing a relatively clear and complete path for the follow-up exploration of the relationship between interaction and value co creation results.The positive effect of interaction on value co creation has received a lot of support in previous studies,but few studies have examined its impact on customers and enterprises from the perspective of customer psychology from the perspective of allround multiple interactions.This paper studies the value co creation service ecosystem from the perspective of multiple interactions.Customer psychological factors select two variables from the perspectives of customers and enterprises: psychological ownership(representing the psychological experience from the perspective of customers)and customer engagement(observing the psychological engagement of customers from the perspective of enterprises),The result variables are customer perceived value(customer psychological value)and customer loyalty(customer psychological value caused by customer psychological changes)selected from the two aspects of the value obtained by customers and enterprises,which comprehensively reflect the psychological changes of customers and enterprises and the value obtained through value co creation activities.(3)Theoretical integration and Innovation: the model construction of this paper integrates and applies social cognition theory,value co creation theory,social identity theory and customer satisfaction theory,and takes into account the perspective of dynamic development.Based on the ternary interaction model of social cognitive theory,this paper designs a research path of environment(platform Ecology)-cognition(psychological experience)-behavior(intent),and combines the drive,experience and results of value co creation in the process of value co creation with this path to build a complete and systematic theoretical model framework.Integrating multiple interactions and dynamic development into value co creation research breaks through the individual centered static research.Process variables select variables related to corporate identity based on social identity theory,and outcome variables select value variables obtained from both enterprises and customers based on the win-win perspective of customer satisfaction theory and value co creation theory,paying attention to the theoretical environment of social cognition The dynamic relationship between individual(cognition)and behavior interaction,explore the psychological cognitive changes and behavior changes caused by the dynamic interaction between individual and multiple environments,identify the interaction between psychological factors and the mechanism to promote the co creation of psychological tendencies and behavior changes,which provides a theoretical basis for the construction of a value Co creation system with dynamic integration and continuous guarantee.(4)Practical application innovation: starting from the multiple dynamic interaction of the platform ecosystem,the research on the service ecosystem of value co creation has enriched the empirical research results in the field of value co creation.The multiple subjects of the service ecosystem involve all-round interactive relationships between customers and platforms,customers and suppliers,and customers and customers.From the perspective of multiple interactions,this paper further focuses on the psychological level of customers,focuses on emotional interaction with customers as the center,and refines the impact of each type of interaction on customer psychological factors and co creation results,which meets the long-term development requirements of the platform ecosystem,it also explores a new path for the innovative development of value co creation under the virtual platform environment.