A Research On How Value Co-Creating Between Customers Impact Customer Loyalty In Social Network Environment

Traditional view of value creation is that the producers produce value, and consumers consume value. However, with the development of the social network, the role of consumers in the value creation process gradually changed from passiveness to initiative and from consuming value alone to creating value together with the enterprise. Therefore, the academia and enterprises started to paying their attention to the new pattern of value creation which dominated by customers.This research points out the evolution of the essence of value based on marketing review. Explained how product dominant logic evolved to service dominant logic. After that, this paper puts forward the concept of the Co-creating value, and explained it with four aspects:the nature of value, consumption interaction, the role of consumers and the role of enterprises. Based on the view of the value co-creating concept, put forward the research model, and verified the hypothesizes.The results of this study includes the following three aspects:First, verified effecting of the consumer interaction on the emotional experience. Interaction is the basic form of value co-creating, and experience value is the main content for value co-creating. This study empirically, quantitative value to create the internal mechanism of was verified.Second, verified the effectiveness of the emotional experience on customer loyalty.Third, verified the corporate control for the process of value co-creating.