The value co-creation of customer participation is the prerequisite for the\ncompany to achieve commercial value from the we-media. This paper starts\nfrom the content of the we-media environment elements to reveal the mechanism\nof value co-creation of customersâ?? participation in we-media, and\nhelps we-media managers to deliver the content customers need scientifically\nand efficiently, to increase their willingness to participate, and to realize\nvalue co-creation. Based on 227 valid questionnaires, this paper uses SPSS\n22.0 and AMOS17.0 to analyze the data and test the hypothesis. The empirical\nresults show that: Practical Content and Interesting Content significantly\npositively affect the value co-creation of autonomous customer participation;\nPractical Content and Personalized Content significantly positively\ninfluence the Sponsored Value Co-creation. At the same time, Autonomous\nValue Co-creation also has a significant positive impact on the Sponsored\nValue Co-creation, and Autonomous Value Co-creation plays a role as a partial\nintermediary in the Sponsored Value Co-creation by Practical Content,\nand it is initiated in Interesting Content, the role of co-creation of value plays\na role of a complete intermediary.
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