Research On The Influence Of Customer Perceived Value On Value Co-creation Behavior Under The Background Of Sharing Economy

In the era of sharing economy brought about by mobile Internet,how enterprises use the advantages of sharing economy to realize value co-creation is of great significance to the survival and development of enterprises.As once the focus of capital chase,the sharing economy experienced an initial mushrooming over the past few years until the current wave fading.While the sharing enterprises,which mainly provide service products,are rapidly lowering the threshold and gaining popularity,they are also facing the dilemma of lack of standardized measurement standards and serious homogeneous competition.The changes brought by the sharing economy have triggered deep thinking in the academic and business circles,and people hope to seek new solutions from the perspective of consumers.In this context,the concept of value co-creation has been paid more and more attention by researchers.However,there are few researches on the value co-creation of sharing economy,especially on the influence of individual characteristics on value co-creation.Based on the above,this study discusses the triggering mechanism of value co-creation in sharing economy from the perspective of customer perceived value,and analyzes the influence of individual uniqueness on the transmission path.Through the combination of theory and empirical research,this paper aims to clarify the mechanism of value creation by interaction between customers and enterprises in the sharing economy.First of all,this study sorts out the research status of the sharing economy and the driving factors of consumers participation in the sharing economy.Then,based on the theory of value co-creation,this paper summarizes the motivation of customers to implement value co-creation.Based on the literature results of the two aspects,the study extracts three perceptive levels that affect the customers' implementation of value co-creation in the process of sharing services: economic value,functional value and emotional value.According to social exchange theory,this paper introduces perceived value as the independent variable,relationship quality as the mediating variable and self-efficacy as the moderating variable to construct the theoretical model of this study.The sample data required in this study were obtained through questionnaire survey,and SPSS22.0 and AMOS21.0 were used to analyze the reliability and validity of the scale and test the influence path.Empirical results show that: under the background of sharing economy,customer perceived functional value and emotional value have significant influence on relationship quality.However,the influence of economic value on relationship quality is not significant.Relationship quality plays an intermediary role between functional value,emotional value and value co-creation behavior,while relationship quality does not play an intermediary role between economic value and value co-creation behavior.Personal self-efficacy positively regulates the relationship between relationship quality and customer participation behavior,while self-efficacy does not play a regulating role between relationship quality and customer citizenship behavior.This study reveals the path mechanism of value co-creation behavior in the context of sharing economy from the perspective of customer perception.The combination of theoretical derivation and empirical analysis makes the results more convincing.In a theoretical sense,this study has the following contributions: firstly,from the perspective of perceived value,this study deeply explores the influence of different dimensions of perceived value on different types of customer value co-creation behaviors,enriching the theoretical research on value co-creation in the context of sharing economy.Secondly,brand relationship quality in the field of relationship marketing is introduced to analyze its intermediary effect between perceived value and value co-creation behavior.The paper explores the influence of relationship quality in different paths in detail,which is of great significance for enriching relevant research and designing strategies to stimulate value co-creation.Finally,this paper introduces "self-efficacy",a regulating variable,and combines the personality traits in organizational behavior to explore the relationship between relationship quality and value co-creation behavior,and investigates the effect of individual differences on different types of value cocreation behavior,making up for the shortcomings of previous studies.From a practical point of view,the research results can help enterprise managers to clarify the specific forms of customer value co-creation,and provide feasible suggestions for better stimulating customer value co-creation behavior.