Research On The Influence Of Brand Experience On Value Co Creation : The Intermediary Role Of Self Brand Connection

At present,the era of experience economy is coming quietly,Chinese consumers prefer online shopping as a new means of consumption,shopping website enterprises are competing for customer resources.As a new and fast-growing business model,shopping website is different from traditional shopping model in customer's perception of its experience.In the era of experience economy,customer experience has been paid more and more attention by enterprises,and has become an important link in building consumption or service brand value.At the same time,the traditional business and interactive environment of enterprises have changed fundamentally,which leads to the customer playing a more important role in the new stage of value creation.The attitude of enterprises towards customers has changed,and they are regarded as "participants" who can promote the development efficiency and improvement effect of enterprises and have the resources needed by enterprises.Therefore,the importance of customer participation in value co creation becomes more and more clear.With the rapid development of online business,various kinds of tools,such as mobile terminal and intelligent terminal based on the Internet,have been formed to facilitate people's rapid access to information.Enterprises also seize this opportunity to establish efficient and fast contact with customers by using the Internet platform,and thencustomers have formed a new experience mode that is not limited by any time or space.In addition,when customers face the new mode of consumer goods,psychological characteristics will change accordingly.Therefore,the self brand connection is added to the model to explore the influence path of the three from the psychological level of consumers.Based on this,this study adapts to the needs of enterprise development,takes the shopping website as the context,starts from the perspective of customer experience,and introduces the existing mature theories: self consistency theory,value co creation theory,etc.,to study the effect and influence of customer experience marketing on customer self brand connection and value co creation behavior.First of all,this paper discusses the impact of different levels of customer experience on the construction of value co creation behavior,and then analyzes the psychological factors of customers,that is,whether self brand connection plays a role in the construction process.In addition,according to the characteristics of shopping website situation,this paper redefines the level of customer experience,which is divided into sensory experience,emotional experience and thinking experience.The results show that: first,brand experience and its dimensions based on shopping websites can positively affect value co creation behavior,and the degree of influence is successively thinking experience,emotional experience and sensory experience;second,self brandconnection plays an intermediary role in it.Finally,based on the conclusion,three management implications are put forward for enterprises to improve brand experience,promote value co creation activities,and enhance value co creation: pay attention to content marketing of shopping websites,enhance customer experience;pay attention to process control and after-sales,strengthen customer brand psychological connection;carry out interactive marketing,and enhance customer value co creation momentum.