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Proceedings of the 4th International Conference on Economic Management and Big Data Applications, ICEMBDA 2023, October 27–29, 2023, Tianjin, China

Research Article

Research on Value Co-Creation Behavior and Its Influence on Consumers' Purchase Intention in User-Generated Content Communities

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  • @INPROCEEDINGS{10.4108/eai.27-10-2023.2342025,
        author={Wenbo  Ma and Yaxin  Lu},
        title={Research on Value Co-Creation Behavior and Its Influence on Consumers' Purchase Intention in User-Generated Content Communities},
        proceedings={Proceedings of the 4th International Conference on Economic Management and Big Data Applications, ICEMBDA 2023, October 27--29, 2023, Tianjin, China},
        publisher={EAI},
        proceedings_a={ICEMBDA},
        year={2024},
        month={1},
        keywords={value co-creation behavior; perceived value; community atmosphere; purchase intention},
        doi={10.4108/eai.27-10-2023.2342025}
    }
    
  • Wenbo Ma
    Yaxin Lu
    Year: 2024
    Research on Value Co-Creation Behavior and Its Influence on Consumers' Purchase Intention in User-Generated Content Communities
    ICEMBDA
    EAI
    DOI: 10.4108/eai.27-10-2023.2342025
Wenbo Ma1, Yaxin Lu1,*
  • 1: Beijing Institute of Fashion Technology
*Contact email: sxylyx@bift.edu.cn

Abstract

This paper investigates the mechanisms underlying the influence of value co-creation on consumer purchase intention within User-Generated Content (UGC) communities. Grounded in Social Exchange Theory and the Stimulus-Organism-Response (SOR) model, we develop a theoretical framework linking value co-creation behavior, perceived value, community atmosphere, and consumer purchase intention, from which we derive our hypotheses. Employing a questionnaire-based survey, we engage in rigorous empirical analysis. Our findings indicate that both customer participation behavior and customer citizenship behavior exert a positive influence on purchase intention within UGC communities. We further reveal that perceived value mediates the relationship between value co-creation behavior and purchase intention, while community atmosphere acts as a moderator within this relational dynamic. In conclusion, we extrapolate management insights pertinent to brand marketing strategies within UGC communities, thereby offering practical guidance based on our research outcomes.

Keywords
value co-creation behavior; perceived value; community atmosphere; purchase intention
Published
2024-01-19
Publisher
EAI
http://dx.doi.org/10.4108/eai.27-10-2023.2342025
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