The Influence Of The Interactive Behaviors Between Enterprise And Consumers On Cross-border E-commerce Brand Value Co-creation Under The Uses And Gratifications Pespective

The fierce competition and the homogeneous development of cross-border ecommerce industry promote the enterprises to strengthen the brand communication and value construction,and the continuous improvement of consumer status in the process of brand value creation promotes the enterprises to pay more attention to the role of consumers.Based on the above background,this paper puts forward the "brand value co-creation in cross-border e-commerce" as the research theme.About the contents and methods,firstly,through literature research,this paper studies the connotation,dimension,relation and measurement of the main concept,such as uses and gratifications,online shopping motivation,interactivity,consumer perceived value,brand equity and value co-creation;then puts forward the three stage model of cross-border e-commerce brand value co-creation.Secondly,through questionnaire investigation,this paper measures and verifies the three stage model,and analysises the relationships within the use motivations,interactive behaviors and value results.Finally,this paper puts forward the strategies and suggestions to realize the value co-creation of cross-border e-commerce,and points out the shortcomings and prospects of the research.About the use motivations,the study finds that the utility motivations are higher than hedonic motivations,the former influence consumers & brand and consumers & platform interactions,the latter influence consumers & brand and consumers & consumers interactions.About the interactive behaviors,consumers & platform interactions show the highest level,consumers & brand interactions the second and consumers & consumers interactions the lowest,which all have positive influences on consumers perceived value and brand equity to varying degrees.About the enterprise brand value,the consumer perceived value positively influences on enterprise brand equity,and has different mediating effects between the three kinds of interactive behaviors and brand equity.