| At present as the increasing competition, customer participation is already animportant research direction in the field of enterprise marketing. Customerparticipation can enhance the customer’s understanding of enterprise’s service andmake it easier for customers to participate in product sales and services, can makethe customer feel about the attention of the enterprise, help to improve therecognition of products, enhance the customer’s recommendation intention and pricetolerance. At present in western countries, they have already fully understandingabout the importance of the Customer participation in marketing. But the researchon the influence of customer participation on their recommendation intention andprice tolerance is still very less. More important is that, the contribution ofknowledge as a new production factor to the marketing is constantly increasing. Thispaper can help enterprises to better understand the idea of customers, provideguidance for enterprise marketing decisions.This paper is based on the perspective of knowledge, using questionnaire todiscuss the influence of customer participation on their recommendation intentionand price tolerance and build the models among this three factors; customerparticipation as the independent variables, recommendation intention and pricetolerance as the dependent variable, knowledge sharing as intermediary variable,opposite knowledge between enterprise and customer as Control variables. And usethe electronic information industry as the background for the empirical research.In this paper, the results show that there is a significant relationship amongthemselves about the customer participation, knowledge sharing, andrecommendation intention and price tolerance. It also further pointed out that in therelation of customer participation on consumers recommendation intention and pricetolerance, the intermediary role of knowledge sharing has a certain difference, andthe opposite knowledge are indeed has a regulatory role in this relationship.The contribution of this paper is to promote the research of customer participation in the field of marketing and even move forward: First, explains themechanism about customer participation affects on consumers recommendationintention and price tolerance. Second, explains the opposite knowledge’s regulatingrole in the relation of customer participation on recommendation intention and pricetolerance. At present, the research on the influence of customer participation on theirrecommendation intention and price tolerance is still very less. This paper canprovide a direction of further research for later scholars. Third, this paper not onlystudied the theoretical development trend, but also according to the enterprisemarketing data and questionnaire survey to verify the relation of customerparticipation on consumers recommendation intention and price tolerance, alsoverify the Intermediary role of the Knowledge sharing. |
