Research on the effect of co-creation customer experience on customer co-created value in non-trading virtual community

摘要

The paper attempts to analyze the relationship between co-creation customer experience, customer co-created value and behavioral intention in non-trading virtual community. Customer co-created value defined by the help of literature research in non-trading virtual community. And Literature research and qualitative research of focus group interview were applied to determine the dimensions of customer co-created value, including pragmatic value and hedonic value. Empirical research of structural equation model was applied to analyze the relationship between co-creation customer experience, customer co-created value and behavioral intention. The results show that the two dimensions of co-creation customer experience, emotional experience and relationship experience all have significantly positive impact on pragmatic value and hedonic value; pragmatic value and hedonic value all have significantly positive impact on word-of-mouth and repeated use intention, and the impact of hedonic value is more significant. The conclusion of the paper can not only help researchers to study intensively about the theory of effect factors of customer co-created value, but also make community enterprises understand customers better and improve their online services.