A Research On How Co-creating Value Impact Customer Loyalty

Compared to traditional one-way production mode, co-creation behaviors is a two-way operation process, consumers and enterprises is no longer independent two roles, but co-create value together and get what they need. Enterprise get brand loyalty, brand innovation, and consumer get pleasure, accreditation and spiritual. Consumers is more and more indispensable in the process of co-creating, enterprises should actively adjust the traditional mode of operation and change the way of thinking. The field of academic research should be given to these enterprises transformation and innovation of the corresponding theoretical guidance. Tao brand and their consumers are a typical co-creating groups, what‘s the impact of co-creating behavior for consumers purchase experience, brand awareness, brand satisfaction and loyalty in the era of marketing 3.0, these problems are worth studying.This study focus on four questions: Firstly, the interaction between Tao brand and consumers, and between consumers. Second, the experience of consumers brought by interaction behaviors. Third, co-creating behaviors’ influence on the consistency between Tao brand and consumers.The empirical analysis show that the interaction between Tao brand and consumers will bring remarkable emotional experience, thinking experience, action experience and related experience. It also can make the self-concept and brand personality on consumers tend to be more consistent. Among them, emotional experience, action experience and related experience bring positive effect to the relationship between brand and consumers. The consistency of real self-concept and brand personality will enable consumers to higher brand satisfaction and brand loyalty. The results can help Tao brand strengthen the interactions between their consumers through improve consumer experience.