The Influence of Customer Participation in Value Co-creation Activities on Consumer WOM Communication

摘要

The development of network economy and vary O2O channels provides more ways to participate in the enterprise value co-creation for the customer, exploring the customer participation activities is important to study the consumer behavior. Through questionnaire analysis, this paper empirically studies the relationship among customer participation, customer perceived usefulness and consumer word-of-mouth communication behavior, and verifies the moderating effect of customer professionalism on customer perception. The empirical research shows that: enthusiasm, conscious participation and social activities will further affect the word-of-mouth behavior of consumers and professional higher customers show more easily customer perception than the lower. The research conclusion has an important theoretical and practical significance for modern enterprises to analyze consumer behavior and the future trend of activities.