Research On Driving Factors Of Customer Participation In Value Co-creation Based On DART Model

There have been two theoretical branches of value of co-creation: service oriented logic and customer experience.Most of the relevant scholars study the influence factors,process mechanism and output value of customers’ participation in the service leading logic level.However,there are few researches starts from the development of DART model based on the customer experience theory.From this theory,it is still necessary to excavate the factors in which drive customers to participate.Based on this,this paper starts from the theoretical branch of the DART model of value co-creation,taking customers’ participation in the new product development as an example,using the qualitative research method,to explore the driving factors of customers’ participation in enterprise value creation,and analyze the driving factors.The first part is the literature review and the building of theoretical model,which are the ideas of the customer participation and the value of co-creation,the research field,and so on.On the basis of summarizing the results of the research,the deficiency and theoretical gap of existing researches are found,so as to select the driving factors for the development of new products of the enterprises from the perspective of value creation of the DART model,and the theoretical model is constructed according to the theory and logic of the three stages of value co-creation.The second part is to explore the driving factors.This part mainly determines three enterprises: Haier,Xiaomi and Afu.By collecting second-hand data,and using the three-level coding of the root theory,we can draw the driving factors of customer demand,value proposition,customer trust and interactive platform.The third part is the analysis of driving mechanism.Based on the coding results,this paper starts from the value promotion stage and the co-creation stage,and further analyzes the relationship between the driving factors and the participation value of customers.It turns out that in the value promotion phase,the energy that supports the customer’s participation in creating behavior is driven by the customer’s internal needs,only when the two sides reach the value proposition,will they enter the stage of co-creation.In the process of value co-creation,from creativity to product delivery,"acquisition" is the starting point,"dialogue interaction" is the main line,"transparency" is the guarantee;The middle-level knowledge level customers tend to participate in the customer’s driven type.The customers with high-level knowledge tend to participate in the enterprise’s driven type.Based on this,this paper further improved the theoretical model,and put forward some corresponding management suggestions,such as strengthening "dialogue" interaction,explicit "acquisition" demand and strengthening "transparency",so as to promote customers’ participation in the process of value co-creation.