TITLE:
An Analysis of the Motivation of Customer Participation Value Co-Creation in the We-Media: A Study Based on Content Marketing
AUTHORS:
Xin Wu, Feiyan Liu
KEYWORDS:
Customer Participation, Value Co-Creation, We-Media, Content Marketing
JOURNAL NAME:
Open Journal of Business and Management,
Vol.6 No.3,
July
30,
2018
ABSTRACT:
The value co-creation of customer participation is the prerequisite for the
company to achieve commercial value from the we-media. This paper starts
from the content of the we-media environment elements to reveal the mechanism
of value co-creation of customers’ participation in we-media, and
helps we-media managers to deliver the content customers need scientifically
and efficiently, to increase their willingness to participate, and to realize
value co-creation. Based on 227 valid questionnaires, this paper uses SPSS
22.0 and AMOS17.0 to analyze the data and test the hypothesis. The empirical
results show that: Practical Content and Interesting Content significantly
positively affect the value co-creation of autonomous customer participation;
Practical Content and Personalized Content significantly positively
influence the Sponsored Value Co-creation. At the same time, Autonomous
Value Co-creation also has a significant positive impact on the Sponsored
Value Co-creation, and Autonomous Value Co-creation plays a role as a partial
intermediary in the Sponsored Value Co-creation by Practical Content,
and it is initiated in Interesting Content, the role of co-creation of value plays
a role of a complete intermediary.