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