Research On Influence Of Customer Participation On Product Differentiation And Customer Perceived Value —the Intermediary Role Of Emotional Experience

With the development of economy, the product homogenization phenomenon is more and more common.Developing new productsuccessfully has become an important means for enterprises to obtain competitive advantage in the fierce market competition. The era of enterprisesdeveloping product, customer passivelyacceptedhas become the past. The role of customer participation in new product development has been recognized.How customer participation affecting new product development performance has become key pointwhich is concerned by business and academia. Customer perceived product differentiation and customer perceived value is one of the important factors which affect customer purchase decision or use decision, is an important index to reflect the enterprise’s new product competitive advantage. It is also an important index which reflects the success of new product development and new product development performance. Therefore, The paperstarting from the psychological perspective, further exploresin new product development the effect of customer participation on customer perceived product differentiation and customer perceived value.Then it reveals how customer participation affects new product development performance.So the paperhas great theoretical and practical significance.Firstly, the paperreviews and analysesthe related literatures about customer participation, emotional experience, product differentiation, customer perceived value.On the basis of it, the theoretical model is constructed, and the relevant assumptions are proposed. Then the game development is selected as the background of empiricalstudy. Through statistically analyzingthe data collected, empirical test is launched.The conclusionsof the paper:first, customer participation can increasecustomer perceivedproduct differentiation and customer perceived value; second, customer participation can increase customer’s emotional experience; third, two dimensions of customer participation - information sharing and co-creating can increase customer’s emotional experience, and the impact of co-creating impact is more greater than information sharing; fourth, customer’s emotional experience can increase the customer perceived product differentiation and customer perceived value; fifth, the customer’s emotional experience separatelyplays a partial mediating role between customer participation and product differentiation、between customer participation and customer perceived value.