The Formation Mechanism Of Customer Participating In Creating Value

With the coming of information age, customers of a rapidly changing psychology and the transformation of the enterprise competitive advantage, the importance of customer participation to create value is increasingly prominent. So the customer involved in the formation of the value of creating a mechanism to help enterprises to create a new mode of value creation and to make the customer involved in the value creation has a certain significance.The Marketing Science society of America and other institutions to create value as the research frontiers of current and future a period of time, it should be pointed out that, the present study is focused on by examples the concept and phenomenon is explained, focuses on the value of the research, in order to attract the attention of all personnel; To create value for the formation mechanism of the behavior, and create value such as lack of in-depth study; At the same time, a lot of a lot of questions about customers involved in creating value formation mechanism has not been properly resolved, these to analysis the formation mechanism of customer participation to create the value has a certain significance.Based on the research of the related research results at home and abroad are reviewed, this paper unite the product value theory, social interactive theory and emotional cognitive theory for the first time, putting forward the theoretical basis of customer participation to create value. Then this article study the formation mechanism of customer participation to create value, from product design development, production and after-sales service phase to build mechanism of interactive way- interaction- value content model. n this paper divided Interactive approach into the media information, industry meetings, network community platform, offline physical environment, in-store product trial and word-of-mouth, interactive behavior can be divided into product idea, participate in product and participate in product experience, product value and the customer delivered value as the content value. Then according to the research purpose, this paper puts forward the product value with customers to participate in different stages of the interactive approach and the hypothesis of interaction and interactive behavior and value content of the research hypothesis. Then using SPSS21.0 to analysis questionnaire reliability and validity, AMOS21.0 structural equation model of inspection, the most to come to the conclusion: industry conferences and offline physical environment has a significant effect on idea products; Industry conference, network community platform and in-store product trial influential to participate in product portfolio; Network community platform, offline entities, in-store product trial and word of mouth spread influential to participate in service experience; Idea products, participate in product mix and product service has certain influence on value; only the customer delivered value affect the service experience and giving recommendations based on creating value formation of the three stages of the customer participation countermeasures and suggestions.