| Cross-border e-commerce broke the regional barriers between countries,so that international trade becomes borderless.It provides a powerful opportunity for enterprises to enter the international market.At the same time,it provided inexpensive goods for consumers.Thus,a mutually beneficial win-win situation can be formed.With the rapid development of cross-border electricity supplier market,the competiton of cross-border e-commerce platform is becoming increasingly fierce.How to attract users of major electronic business platform,to enhance the user's loyalty,satisfaction and interaction level,and to realize the value creation of users in cross-border e-commerce platform is the focus of today's attention.From the perspective of interaction,this paper focuses on the basic problem that how to promote value co-creation.This paper mainly discusses the following three issues:(1)The difference between online interaction and offline interaction on value co-creation.(2)The main aspects of customer engagement behaviors.(3)The mechanism between interaction and value co-creation on cross border e-commerce platform.In order to explain the above three problems,this paper used Yoo(2010)and Katrien Verleye(2013)to build the model of "Interaction-Customer Engagement Behaviors-Value Co-creation".Then 223 valid questionnaires were collected in the form of crowdsourcing package and the conceptual model of this paper was verified and revised by using regression analysis and AMOS.Through the above research,the main conclusions are as follows:(1)The synchronicity,controllability and bi-directionality of online interaction had positive effects on value co-creation.The bidirectionality and solving problem of offline interaction had a positive effect on value co creation.Customer participation had no effect on value co-creation.Under the background of "Internet plus",this paper proposed that future direction of the development of enterprises must be online to offline.The empirical results show that bi-directionality of the platform made it more convenient and efficient to obtain the information.Synchronicity and controllability enable users to quickly access the information theyare interested in.When the users encounter difficulties on the platform,they will solve the problem through the offline communication with the platform staff.Therefore,offline of two-way communication and common solutions have a significant impact on value co-creation.E-commerce platform users can complete most of the activities online,but participation of the offline is less and the impact on value co-creation is not significant.(2)Customer engagement behaviors are mainly reflected in three aspects:cooperative behavior,feedback behavior and recommendation behavior.Users'recommendation behavior is reflected through the evaluation of the goods on the platform and the recommendation of their relatives and friends.Users who encounter problems in the use of the platform will communicate with the platform staff.This feedback behavior helped platform to better meet the needs of users and created more value.Evaluation of users on the platform and communication between users assisted the platform to provide better service.It showed the cooperation between users and platforms.Therefore,this paper divided customer engagement behaviors into cooperative behavior,feedback behavior and recommendation behavior.(3)From the perspective of interaction,the "Interaction-Customer Engagement Behavior-Value co-creation" model is constructed.It revealed the influence mechanism of interaction on value co-creation.It is proved that "interaction?value co-creation","interaction?customer integration behavior","customer integration behavior?value co-creation" are significantly related.This paper proposed customer integration behavior as a mediating hypothesis.The results showed that customer engagement behaviors played a significant mediating role between interaction and value co-creation,and broke the black-box between interaction and value co-creation. |
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