A Study On The Influence Of Customer’s Organizational Socialization Strategy On Value Creation In The Context Of Mobil Internet

Customer organizational socialization and value co-creation has been the focus of the field of enterprise marketing. However, there is little research to combine the two. In fact, domestic and foreign research are rarely involved in the impact process of the customer organizational socialization strategy on customer co-creation. In addition, the current research on customer organizational socialization and value co-creation is still limited to the traditional forms of participation, which can not be considered as the new form of customer organizational socialization:informal customer organizational socialization and online co-creation.Based on the review of the existing research, the paper analyzes and discusses the influence of customer organizational socialization on customer psychological contract and value co-creation. According to the results of previous studies, this study divides the customer organizational socialization into two dimensions:formal customer organizational socialization and informal customer organizational socialization, and divides the customer psychological contract into the psychological contract and the relational psychological contract. According to the analysis results of this study, we can know the following relationship exists between these variables:(1) In general, the customer organizational socialization has a significant positive impact on the value co-creation, and the informal customer organizational socialization has a more significant impact on the value co-creation compared with formal customer organizational socialization.(2) In general, customer organizational socialization has a very significant impact on the customer psychological contract. In particular, the informal customer organizational socialization has a stronger influence on the psychological contract.(3) In general, customer psychological contract has a significant impact on the value co-creation, The relational psychological contract has a stronger influence on the value co-creation.(4) Customer psychological contract plays an intermediary role in the relationship between the customer organizational socialization and the value co-creation, and the relational psychological contract plays a complete mediation between the customer organizational socialization and the value co-creation.That is, customer organizational socialization is to influence the value co-creation through the influence of customer psychological contract.(5) The unique needs has a regulation effect on the relationship between the customer organizational socialization and the the value co-creation, and the relationship between the customer organizational socialization and the value co-creation. That is, when the unique needs is strong, customer organizational socialization has a stronger influence on the value co-creation, and the customer psychological contract has a stronger influence on the value co-creation.