Active And Passive:The Influence Mechanism And Moderating Effect Of Customer Participation Method On Behavior Intention

With the increasing recognition of the importance of customer participation,enterprises are increasingly unable to ignore customer factors.Although enterprises try their best to attract customers to participate,it is far from enough to just let customers participate.They cannot gain customers' attention for a long time.To increase their stickiness,enterprises need to further consider how customers participate in the production or delivery of products,which will significantly affect the subsequent behavioral intention.Therefore,it is of great significance to clarify what is active participation and passive participation,and know customer psychology,emotional changes and behavior intentions under different participation methods,which will help enterprises take appropriate measures to influence customer participation effect.Based on the review and summary of the relevant research results of domestic and foreign scholars,this paper builds a theoretical framework and research hypothesis of customer participation,psychological ownership,emotional response,behavior intention and perceived support relationship.In addition,this paper combines qualitative and quantitative research methods to better elaborate and verify its theoretical framework.Specifically,this paper uses focus group interview method to understand the customer's perception of their own participation and different behavior,so as to comprehensively and thoroughly analyze the differences between active participation and passive participation,the psychological feelings behind and the impact.Using the method of questionnaire,this paper analyzes the mediating effect of psychological ownership and emotional reaction on the relationship between customer participation and customer behavior intention,and discusses the relationship between customer participation and customer behavior intention from the perspective of customer psychology.The results show that psychological ownership and emotional reaction plays a partial mediating role between customer participation methods and customer behavior intention.Besides,this paper also explores the moderating effect of customer perceived support.The results show that customer perceived support moderates the relationship between customer participation methods,psychological ownership and emotional response.This paper enriches and promotes the application of self-determination theory in the field of marketing,provides a new perspective for the study of customer participation,deepens the understanding of psychological ownership theory and emotional response theory,and provides guidance and reference for enterprises in how to create better participation effect in the process of customer participation.