Research On Customer Participation In The Background Of Value Co-creation

With the development of economy, the enterprises' value creation mode is gradually changing. The traditional mode of value creation in enterprises is that the enterprises create value and consumers use; the new value creation mode is that both the enterprise and the customer create value and they go along with inputting, outputting value. This pattern of value co-creation in various industries is gradually showing strong competitiveness, and experiential marketing is particularly evident. Also value creation based on experiential marketing activities is paid attention to by the enterprises and society. Based on the result and the background of value co-creation, this paper studies that the influence of customer motivation to customer participation in experiential marketing activities,which has theoretical and practical significance to a certain degree.Based on the references of the existing research results, this paper uses the methods of literature research, questionnaire survey method and statistical methods, combing the evolution of the concept of value creation and marketing experience, putting forwards value co-creation links of experiential marketing. Taking the automobile industry as an example, this paper makes an empirical study on the influence of customer motivation to customer participation in value co-creation of experiential marketing activities, and does the hypothesis testing of the utilitarian motivation, entertainment motivation and social motivation affecting customer participation. It is found that utilitarian motivation and hedonic motivation positively influence customer participation, and social affiliation motivation does not affect customer participation. Then based on the conclusions, it studies the case of automobile industry enterprise Local Motors which launches value co-creation of experiential marketing activities. Finally, this paper provides strategies and suggestions of value co-creation for the enterprises which need to launch experiential marketing activities.