Research On The Impact Of Customer Interaction On Experience Value

In the digital economy era,customer needs and preferences are unpredictable and difficult to grasp.The high platform of social environment enables customers to communicate in a more open and free space and obtain a wider range of interaction opportunities.Simultaneously,it also attracts massive consumers to participate in it,and creates the value of their own needs for enterprises and consumers through interactive behavior.The interaction between customers and customers is often free and free,and the enterprise does not directly participate in it.It puts forward higher requirements for the company’s marketing model and higher standards for the psychological condition of customers.However,in the marketing process,many companies pay more attention to whether customers can get a good experience value during interaction.They have not correctly realized the important value of maintaining relationships with customers,and overlooked the increasingly strong sense of customer psychological control over the consumption process and results,so that the value of customers have not completely displayed.If you want to get value,companies need to let consumers get the value proposition or the value they need,to encourage consumers to better show their experience in the consumption.The corresponding literatures are summarized,the questionnaire was designed and collected,and the sample was analyzed by empirical analysis tool.Combined with the characteristics of this study,the independent variable is customer interactions,which are two dimensions of information interaction and interpersonal interaction.Customer experience value as the dependent variable,which contains three types:one is practical value,the other one is entertainment value,and the last one is social value.The moderating variable is the psychological empowerment of the customer,which contains three types:one is the right to choose,the other one is the right to know,and the last one is the influence.Empirical test in the context of value co-creation,customer psychological authorization regulates the relationship between customer interaction and customer experience value.Builds the corresponding research model,and apply SPSS23.0 to conduct statistical analysis and hypothesis testing.Research data indicates that:information interaction exerts a conspicuous positive influence on practical value.Information interaction exerts a conspicuous positive influence on social value,but not on entertainment value.Interpersonal interaction exerts a conspicuous positive influence on practical value,as well as entertainment value and social value.Customer psychological empowerment can regulate the influence of customer interaction on customer experience value in different level.This research not only improves the theoretical research in the field of consumption,but also complements the empirical research in the field of value co-creation and enriches the theory in the field of customer psychological authorization.At the same time the result of this paper can offer suggestions and references for enterprises to effectively implement marketing strategies in marketing practice.