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Shengxuan Lin. Research on the effect of consumer value co-creation interaction behavior on purchase intention in social mediabased on the medium effect of brand identification. (). UMT Poly Journal. : , 2564.
Research on the effect of consumer value co-creation interaction behavior on purchase intention in social mediabased on the medium effect of brand identification
Name: Shengxuan Lin
Organization :
Panyapiwat Institute of Management
Email :
77900418@qq.com
keyword:
Social media
Abstract:
Social media has been a key platform of marketing in reality. This paper researched the relationship among consumer value co-creation, brand identification and purchase intention on the logical respective of value co-created service, to announce the importance of consumer in value co-creation. It was hypothesized that consumer value co-creation interaction behavior has a positive effect on purchase intention, and consumer brand identification has medium effect between consumer value co-creation interaction behavior and purchase intention. Questionnaires were issued to Chinese consumer crowd, and a total of 608 valid questionnaires were recovered. SPSS24.0 and AMOS24.0 empoyed to do reliability analysis, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). For value co-creation interaction behavior, second order model, correlation and regression analysis were constructed, and check test was employed to validate the hypothesis.
The checked test result showed that consumer value co-creation interaction behavior has a positive effect on purchase intention, and consumer brand identification has medium effect between consumer value co-creation interaction behavior and purchase intention, which validated the hypothesis.
UMT Poly Journal
Address:
UBON RATCHATHANI
Email:
library@umt.ac.th
Name: Yue He
Role:
Advisor
Created:
2564
Modified:
2021-01-13
Issued:
2021-01-13
บทความ/Article
application/pdf
eng
©copyrights The Eastern University of Management and Technology
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ใช้เวลา
0.035805 วินาที
Shengxuan Lin
| Title | Contributor | Type |
|---|---|---|
| Research on the effect of consumer value co-creation interaction behavior on purchase intention in social mediabased on the medium effect of brand identification
มหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์น Shengxuan Lin | Yue He | บทความ/Article |
Yue He
| Title | Creator | Type and Date Create |
|---|---|---|
| Research on the effect of consumer value co-creation interaction behavior on purchase intention in social mediabased on the medium effect of brand identification
มหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์น Yue He | Shengxuan Lin | บทความ/Article |