Research On Customer Participation,Experiential Value And Intention To Generate Positive Ewom Based On Service-Dominant Logic

With the implementation of the strategy of rural vitalization and the promotion of allfor-one tourism,the rural homestay has become the hot spot of cultural and tourism consumption.With the development of the Internet,the rural homestay has been further developed.Great changes have taken place in the spread of word-of-mouth(WOM)and consumer behavior.In the new social,economic and technological environment,the role of consumers has also changed,from purchasers and served roles,to active participants in economic activities,participating in the whole process of production and service.Especially in the rural homestay which emphasize the interaction between host and guest and local culture,customers have more scenarios,opportunities and interests to participate in the service.It is worth further exploring how to improve customer experience through customer participation and promote the spread of rural homestay's electronic word-of-mouth(eWOM).This paper mainly discusses the influence mechanism of customers' participation in rural homestay on customers' intention to genetate positive eWOM.Through empirical analysis of the relationship between customer participation,customer experience value and customers' intention to genetate positive eWOM,the paper puts forward countermeasures to improve eWOM in the rural homestay,with a view to providing some enlightenment and reference for the rural homestay management and industry management.From the theoretical perspective of service-dominant logic(SDL),based on the related research of customer participation,customer experience value,customers' word-of-mouth,and Internet involvement,combined with the results of interviews,this paper constructs a theoretical model of the influence mechanism of customer participation on customers' intention to genetate positive eWOM,and puts forward relevant hypotheses.The questionnaire was designed based on the mature scales and interview research,and the data were collected through online and offline questionnaires.The obtained data were analyzed by descriptive statistical analysis,reliability analysis,validity analysis,structural equation model analysis,mediation effect analysis,adjustment effect analysis and variance analysis using SPSS 19.0 and Amos 17.0.The main conclusions of the empirical study are as follows:(1)Customer participation in the rural homestay can be divided into customer resource input and interpersonal interaction;(2)Resource input positively affects functional experience value,emotional experience value and social experience value;(3)Interpersonal interaction positively affects functional experience value,emotional experience value and social experience value;(4)Functional experience value and social experience value positively affect customers' intention to genetate positive eWOM;(5)The overall mediating effect of customers' experience value on the influence of customer participation on customers' intention to genetate positive eWOM is significant;(6)There are significant differences in interpersonal interaction among customers of different ages and educational levels;(7)There are significant differences in resource input of customers with different income and residence purposes.On the basis of empirical research conclusions,the following suggestions are put forward:(1)Integrating customer resources and guiding customers to participate in co-creation;(2)Establishing communication platform to promote multi-interpersonal interaction;(3)Enhancing customer experience and accumulating Ewom "flow";(4)Leading industry integration ang focusing on customer experience;(5)Relying on network technology,innovating word-of-mouth management mode.