An Research On The Influence Of Customer Engagement On Value Co-creation In Social Media Context

The widespread use of social media has changed the traditional form of value creation and interaction.Social media is considered to be a typical platform for value co-creation,which is favored by the industry.How to realize value co-creation through social media platform is a topic,worthy investigated deeply.Service-dominant logic emphasizes that social and economic actors co-create value through resource integration and service exchange,while customer engagement is the basis of value co-creation.Relevant research points out that we should pay attention to the relationship between customer engagement and value co-creation from the perspective of service-dominant logic,as well as customer engagement in the context of social media.At present,many scholars have carried out research on social media,customer engagement and value co-creation independently,but a profound understanding of how customer engagement achieves value co-creation under the social media context is still lacking,the mechanism of how customer engagement leads to value co-creation is still unclear.Based on the theory of service-dominant logic,social cognition and social identity,this study explores the influence mechanism of customer engagement on value co-creation in the social media context,and highlights the benefits of self-efficacy and community identity in the process.Accordingly,this study mainly explored the following three issues:(1)How does customer engagement in social media platforms affect the results of value co-creation?(2)Does self-efficacy affect the relationship between customer engagement and customer value?(3)Does community identity affect the relationship between customer engagement and customer loyalty?In order to analyze those questions,the research combines theoretical and empirical research,qualitative and quantitative research methods.Firstly,the users of Xiaomi community,Huaweifans,Weifeng network were selected for in-depth interviews,and grounded theory approach was employed to code and analyze the original materials.Then,this study builds up the theoretical model for the influence mechanism of customer engagement on value co-creation and presented 16 research hypothesis.A sample of 363 users of social media platforms was used to verify the hypothesis using empirical method.The study results show that: First,conscious attention,enthused participation and social connection have significant positive influence on the customer value;Second,conscious attention,enthused participation and social connection have significant positive influence on the customer loyalty;Third,the customer value has significant positive effect on customer loyalty;Fourth,the customer value has a partly mediation effect between conscious attention and customer loyalty,enthused participation and customer loyalty,completely mediation effect on the relationship between social connection and customer loyalty;Fifth,the self-efficacy has positive moderating effect on the relationship between enthused participation and customer value;Sixth,the community identity has positive moderating effect on the relationship between enthused participation and customer loyalty.Compared with previous studies,this study focuses on the relationship between customer engagement and value co-creation from the perspective of service-dominant logic,which enrichs the research on customer engagement and value co-creation,perfected the systematic process of "antecedent-context-result" for the impact of customer engagement on value co-creation,highlights the roles of self-efficacy and community identity in the relationship between customer engagement and the dual levels value for customer and enterprises.Thus,a clearer influence mechanism of customer engagement on the dual results for value co-creation is presented.