Research On The Mechanism Of The Influence Of Uncertainty Perception On Customerto-Customer Value Co-Creation In Shared Goals Situation

Value co-creation research has always been a hot topic in marketing research.At present,the research on the value creation between customers and enterprises has been rich in academia,but the research on value creation between customers and customers is still in its infancy.Literature research shows that the existing research on customer-to-customer value co-creation mainly focuses on basic issues such as concept and connotation,and some important theoretical issues have not been clearly resolved.This paper defines the dynamic process of creating value for customers through mutual assistance,sharing and communication,which is defined as the customer-to-customer value co-creation,including behavior and results.Sharing goals refers to individuals or organizations with the same or similar goals in order to achieve the goal,to enjoy the journey of pursuing goals together,is more common in daily life.Such as sharing fitness goals,sharing smoking cessation goals.In the shared goal consumption situation,customers often help each other and cooperate with each other to achieve the desired goal quickly and effectively,and jointly improve the target effect and happy experience,and this phenomenon is essentially the value co-creation between customers This phenomenon is more common,especially in the initial stage of pursuing goals or when starting to pursue goals for the first time.This phenomenon may be caused by the fact that the customer is uncertain about the method,approach and possibility of achieving the consumption goal,which prompts the customer to seek help and cooperation from other customers in the same consumption situation.Based on this,this paper will take the shared goal consumption situation as an example to explore the influence mechanism of customer uncertainty perception on value co-creation among customers.This article consists of six parts.The first chapter is the research background,research significance,research content,research framework and innovation;the second chapter is combing relevant theories and literature;the third chapter is based on the literature research to propose the research model and research hypothesis;the fourth chapter is the empirical research design and data collection methods and processes The fifth chapter analyzes and interprets the results of empirical research;The sixth chapter summarizes the research conclusions,research implications,research limitations and future research prospects.Through the research,this paper finds that the outcome uncertainty perception has an important impact on customer-to-customer interaction.Negative emotion perception and risk perception have a complete mediating role in this process;customer-to-customer interaction positively affects customer perceived value.The significance of this paper is as follows: Firstly,it clarifies the influence mechanism of customer uncertainty perception on customer-to-customer value co-creation,enriches the research content of customer-to-customer value co-creation;secondly,introducing negative emotions and risk perception as mediators from the perspective of uncertainty perceptionit.It provides a new entry point for the customer-to-customer value co-creation research.Thirdly,the research conclusion has certain practical significance for the enterprise promotion and involvement in customer-to-customer value co-creation under the shared goal consumption situation.