Research On The Impact Of Customer Engagement And Value Co-creation In Social Networks

With the rapid development of the Internet society,people are no longer stuck in the monotonous traditional life.Through the Internet,people can obtain more information exchange,communication and interaction,and purchase goods,which is not possible with traditional lifestyles.The traditional theory of value creation has also been challenged,and the concept of value co-creation has been increasingly sought after.Based on service-led logic,customer engagement is a prerequisite for the realization of customer and enterprise value.There are many current researches on customer engagement,and there is also a lot of research on value co-creation.They are all based on a specific situation.There is a lack of in-depth research and understanding of how customer engagement in social networks realizes value co-creation behavior.,The process of creating value co-creation from customer engagement is not clear.This research is based on the theoretical support of service-dominant logic,combined with the viewpoint of behavioral willingness in the theory of planned behavior,and explored the influence of customer engagement on value co-creation behavior in social networks,highlighting the relationship between customer-enterprise interaction and subjective norms in the network environment.The role played in the first process has opened a black box for companies on how customers can form value co-creation behavior.This has important theoretical and practical significance for the development of research on value co-creation and customer engagement.This research takes people who have a certain degree of fit for a certain brand as the research object,and is supported by the theory of planned behavior,introduces the willingness of value co-creation behavior as the intermediary variable,the subjective norms in the network,and the interaction between the customer and the enterprise as the moderating variable to construct the customer A theoretical model of co-creation behavior of engagement and value.The research uses online questionnaires to collect 306 valid questionnaires,conducts empirical analysis on the collected valid data through SPSS22.0 and AMOS24.0 professional analysis software,completes hypothesis testing and draws valid conclusions.Focus on the direct effect of customer engagement on value co-creation behavior,whether value co-creation is willing to play an intermediary role in customer engagement and value co-creation behavior,and subjective norms and customer-enterprise interaction play a moderating role in the value co-creation process.The research results show that emotional engagement and behavior engagement in customer engagement have a significant positive impact on spontaneous or initiated value co-creation behavior,while cognitive engagement has no significant effect on value co-creation behavior;second,value co-creation is willing to recognize The intermediary effect of knowledge engagement and value co-creation behavior is not significant,while the intermediary effect of emotional engagement and behavior engagement and value co-creation behavior is significant,that is,value co-creation can be said to be the leading stage of value co-creation behavior;third,Both the customer-enterprise interaction and subjective norms in the network environment can positively regulate the generation of customers’ co-creation of value.That is to say,a higher degree of customer-enterprise interaction and subjective norms can promote customer’s loyalty to generate value and co-creation..The research results help reveal the black box of the process of customer engagement and value co-creation behavior,and further clarify the process of customer engagement and value co-creation behavior in the three dimensions.At the same time,the research can provide decision-making guidance and theoretical support for enterprises to further co-create customer value.