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.