Is Company Support Beneficial to Customer Participation Value Creation？
An Empirical Analysis from Online Customization Industry

Abstract

Abstract: The research on the effect of corporate support behavior on customer participation value co -creation mainly focuses on the impact of corporate support behavior on customer participation and co- creation level, while the effect analysis of the relationship between customer participation and service results is less, and the difference of customer contribution attribution to service results in online co creation scenario is ignored.Based on attribution theory, this study explores the role of corporate support behavior in the process of online value co- creation. Through the analysis of 322 customer questionnaires in the online customization industry, it is concluded that: in the online co- creation scenario, customer participation improves service satisfaction by enhancing experience value; perceived enterprise support has a significant negative regulatory role between customer participation and experience value; customer satisfaction with their participation performance and perceived enterprise support have a significant role between customer participation and experience value,that is, customer satisfaction with their participation weakens the moderating effect of perceived enterprise support.

Key words: Key words：customer participation, experience value, perceived company support

YU Hong-yan1,HONG Liang1,2,XU Jun-jie2. Is Company Support Beneficial to Customer Participation Value Creation？ An Empirical Analysis from Online Customization Industry [J]. 商业研究.

References

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Is Company Support Beneficial to Customer Participation Value Creation？ An Empirical Analysis from Online Customization Industry

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