| The change of The Times has accelerated the generalization and diversification of social media,and the change of social media has further promoted the transformation of consumers from product recipients to co-creators of value.Consumer resources have become an important object of market competition and innovation development,and consumer-centered marketing activities have become the main melody of enterprise competition.Enterprises use social platform to interact with consumers,deeply excavate and cater to consumer needs,guide consumers to participate in value creation activities,and then strengthen the conn ection between enterprises and consumers,thus creating a new situation of value creation between enterprises and consumers.At the same time,the popularization of social media and the diversification of marketing methods have become important drivers of the success of value co-creation.However,consumers have complex psychological emotions,which will affect individual will and behavior.Loneliness is a negative emotion of consumer psychology.As loneliness has become a hot topic at present,it is of gre at significance for enterprises to explore the impact of loneliness on consumers’ willingness to value co-create and its mechanism.At present,researches on consumers’ value co-creation intention at home and abroad mostly focus on interaction,experience,brand,etc.,while researches on loneliness mostly focus on consumers’ Internet dependence and mobile phone use,etc.,and rarely discuss the influence of consumers’ loneliness on their value co-creation intention.Based on this,combined with the fact th at short videos have become the main media for people’s interaction,this paper attempts to explore the factors that affect consumers’ feelings of loneliness on value co-creation intention and the relationship between these factors.Based on a large number of literatures,this paper constructs a theoretical model and proposes a hypothesis with self-compensation motivation and immersion as mediators and short video attachment as moderators.Data were collected by questionnaire survey and hypotheses were veri fied by empirical research.The results show that consumers’ loneliness can predict their value co-creation intention,self-compensation motivation and sense of immersion play a partial mediating role in the effect of loneliness on value co-creation intention,short video attachment plays a negative moderating role in the effect of loneliness on value co-creation intention,and loneliness on sense of immersion.Finally,the paper puts forward some reasonable suggestions for enterprises to carry out marketin g activities and points out the shortcomings of this study. |
