Study On Influence Mechanism Of Customer Participation On Customer Value Creation

With the development of technology and industry, the formation of post-modernism consumer culture, and the arrival of consumer sovereignty, service-oriented marketing paradigm is beginning to flourish. On the one hand, companies began to realize that businesses must co-operate with customers for survival and development, and only the ability to maximize customer is the new source of competitive advantage in the future. On the other hand, a fundamental change in the role of customers who are increasingly involved in the enterprise's value creation activities demonstrated constantly the ability to create personalized products or service together with enterprises, having greater and greater influence in enterprises. Therefore, the traditional enterprise-oriented value creation model is being challenged, and a new model of letting customers participate in value creation is receiving concern.First of all, this paper defined the definition of the core concept and composition dimension in this study, analyzed the motivation of customer participation, studied the nature of customer participation in customer value creation activities, and elaborated the intrinsic mechanism separately from the knowledge transfer perspective and relationship perspective to lay the theoretical basis for that were discussed in the formation of such a nature internal mechanism for the depth analysis of the impact mechanism of customer participation in customer value creation activities.Based on the nature of customer participation in customer value creation, in the situation of introducing the psychological contract theory in organizational behavior into customer participation, this paper built bridges for customer participation in customer value creation activities from a psychological mechanism level, built the theoretical model framework of customer psychological contract in customer value creation impact in the sense of participation, and adapted standard research method to have an in-depth analysis of the impact of the various psychological contract dimensions on the various customer value dimensions. On this basis, with hairdressing industry as a research background, this paper used multivariate statistical methods such as structural equation model to conduct an empirical test. The research results show that the link---psychological contract combining enterprises and customers has a significant impact in guiding customers to better create customer value and measured and interpreted the impact effectiveness. Again, based on the motives and nature of customer participation in value creation, this paper built a theoretical framework model of the function of customer participation in customer value creation from the convergence perspective the "antecedent - the process - the result". Using standardized research methods, at the antecedent stage, conduct an in-depth analysis of the effect of the affective commitment, self-efficacy, interactive fairness and perceived risk factors as antecedent elements from the perspective of the interaction of enterprises and customers; at the process stage, conduct an in-depth detailed interpretation of effect mechanism of customer participation activity impact on customer value; at the result stage, conduct a further analysis of the function mechanism of customer value in the relationship between customer participation and customer satisfaction.This paper had a systematic study of the impact mechanism of customer participation impact on customer value creation from an overall perspective, and accordingly proposed the corresponding research hypotheses and path model. Based on the integrated theoretical model research of customer participation in customer value creation, took personal training industry as empirical background, this paper adapted depth interviews and empirical investigation methods, applied multivariate statistical methods such as structural equation models to test theoretical assumptions and path model, and conducted interpretation of the impact of the research path and measuring results of the integration model. The study found that affective commitment, self-efficacy, interactive fairness and perceived risk were confirmed as the antecedent elements of affecting customer participation; customer participation impact on customer value creation relationship exists; customer value's complete intermediary role between customer participation activities and customer satisfaction was tested.Finally, in order to further study the impact mechanism of customer participation activities in customer value creation, based on uniqueness theory, this paper explored and analyzed the function of consumer's needs of uniqueness in affected relations of customer participation in customer value creation and empirically tested the regulator influence of uniqueness of consumer's needs in the relationship between customer participation and customer value creation. Through the samples of different levels of uniqueness of consumer's needs this paper tested the theoretical model of customer participation effect in customer value creation. Research showed that the theoretical model of customer participation effect in customer value creation had universal effect in varying degrees of consumer's needs of uniqueness. In varying degrees of consumer's needs of uniqueness groups, the impact mechanisms of various customer participation in customer value creation is different.This study integrated the theory and literature from the psychology, consumer behavior, organizational behavior, decision-making, sociology, marketing, science and other related subjects, adapted the method combining standardized research and empirical research, aimed at enriching and developing the research of customer participation in customer value creation, and provided meaningful guidance for businesses to implement customer value creation practice together with consumers.