Proceedings of the 2017 7th International Conference on Social science and Education Research (SSER2017)

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

Authors
Yue Liu
Corresponding Author
Yue Liu
Available Online January 2018.
DOI
10.2991/sser-17.2018.23How to use a DOI?
Keywords
Customer Participation; Value Co-creation; Customer Perceived Usefulness; WOM Communication; Consumer Behavior; Customer Professionalism
Abstract

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.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2017 7th International Conference on Social science and Education Research (SSER2017)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2018
ISBN
10.2991/sser-17.2018.23
ISSN
2352-5398
DOI
10.2991/sser-17.2018.23How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Yue Liu
PY  - 2018/01
DA  - 2018/01
TI  - The Influence of Customer Participation in Value Co-creation Activities on Consumer WOM Communication
BT  - Proceedings of the 2017 7th International Conference on Social science and Education Research (SSER2017)
PB  - Atlantis Press
SP  - 112
EP  - 117
SN  - 2352-5398
UR  - https://doi.org/10.2991/sser-17.2018.23
DO  - 10.2991/sser-17.2018.23
ID  - Liu2018/01
ER  -