Research On The Influence Of Customer Empowerment On Brand Attitude And Behavior Intention

In recent years,the diversification and personalization trend of consumer demand has become more and more significant,and their voices have gradually expanded to the field of product development.Some enterprises begin to give consumers certain power to influence the final product in the process of product development.However,there is no consistent conclusion on the effect and applicable situation of different ways of customer empowerment.Therefore,it is of theoretical and practical significance to study the influence of customer empowerment on brand attitude and behavior intention in this context.On the basis of summarizing and combing previous research results,according to the social exchange theory,this paper constructs a moderated mediation model of the influence of customer empowerment on brand attitude and behavior intention in the context of new product development,and explores the influence of creative empowerment and selective empowerment on brand attitude and behavior intention in the two product categories of smart phone and T-shirt,as well as the mediating effect of customer psychological ownership.The data are collected by experiment and questionnaire,then the hypotheses are tested by variance analysis and bootstrapping analysis.These conclusions and suggestions are given:Customer psychological ownership plays a partial mediating ro le between customer empowerment and brand awareness,customer empowerment and purchase intention;yet it plays a full mediating role between customer empowerment and brand emotion,customer empowerment and recommendation intention,customer empowerment and feedback behavior;for products with high technical complexity,creative empowerment can better improve customer psychological ownership,brand awareness,brand emotion and purchase intention,while for products with low technical complexity,selective empowerment can better improve customer psychological ownership,brand awareness,brand emotion and purchase intention;regardless of product technical complexity,there is no significant difference between two kinds of customer empowerment in term of their influence on recommendation intention and feedback behavior.So enterprises can empower customers in the stage of new product development,and choose the appropriate way of empowerment according to their marketing objectives and technical complexity of the products.At the same time,enterprises should pay attention to the psychological reaction of consumers,make consumers have a sense of ownership toward future products,and provide support for customers to use their power,so that more consumers can participate in empowerment activities.