Research On The Mechanism Of Customer Passion And Emotional Value Proposition On Value Co-creation Willingness In The New Retail Markets

Consumption upgrading and economic structural transformation have been the development direction of China's economy in recent years.New retail is one of the new business models that adapt to the development of the times.New retail is aimed at higher income groups,and is characterized by Internet technology and retail business,such as Freshhema and super species.Among the middle and higher income groups,some are those who increase their income because of receiving higher education.They have stronger consumer upgrading and cognitive needs,such as emotional consumption needs,consumption to meet the needs of identity,love of experience and personalization.New retail enterprises provide customers with services to meet their needs of enjoyment,novelty,convenience and belonging.They have their own unique business model value propositions and characteristics of customer value co-creation.However,the community logic behind this is seldom explored in research.Due to rational enlightenment and individuation,some groups in Europe and America have indulged in material consumption and lost their emotional value in modern consumption.So what is the motivation of the emotional needs of the customer group under the background of new retail in China? It is generally believed that the higher the level of education,the higher their cognitive ability,but also more pursuit of spiritual thinking.Emotions influence motivation and thus behavioral intention.Passion is a common emotion in the process of customer consumption.Harmonious passion and obsessive passion have different effects.However,there are few studies on the mechanism of motivation of passion and other emotions in the process of customer value creation.Most of the existing researches on co-creation of customer value focus on the analysis of the motivations of virtual communities,and few of them focus on the antecedence such as emotions in the consumption patterns of new retail customers,while most of the new retail researches interpret the overall evolution process of retail from the perspective of "retail wheel",which is in the stage of theoretical exploration.The behavioral intention of customers will also be affected by the external environment.The influence of external factors such as emotional value proposition of new retail enterprises on the co-creation of customer value are worth further research.Therefore,This paper takes the target customers of new retail enterprises who receive higher education are studied,and analyzes the mechanism of customer value co-creation intention from both internal and external factors.From the perspective of customer,internal cause takes "emotion-motion-intention" as the logic,while external cause analyzes its influence on customer motivation and value co-creation intention from the perspective of business model value proposition design.Firstly,this paper reviews the literature from the perspectives of emotionalism moral ethics,positive psychology,business model innovation and value co-creation,so as to find the theoretical basis for this paper.Secondly,this paper analyzes the internal and external factors influencing the co-creation of customer value in the new retail business model from the perspective of customer consumption psychology.Taking the model of passion as the internal cause of emotion,the emotional value proposition as the external cause of enterprise,McClelland's three needs model as the motivation,and the customer value co-creation willingness as the outcome variable,the corresponding theoretical model and hypothesis are proposed.Finally,440 situational questionnaires were used as samples to conduct structural equation analysis with AMOS21.0 and SPSS19.0 to test the hypothesis and give an explanation.The empirical analysis draws the following conclusions: customers' harmonious passion positively affects the customer value co-creation willingness,while obsessive passion and enterprises' emotional value proposition both need to indirectly influence the customer value co-creation willingness by influencing social motivation;The customer's achievement motive,attribution motive and power motive play an intermediary role between the customer's harmonious passion and the customer value co-creation willingness.The power motivation of the customer plays a mediating role between the obsessive passion of the customer and the customer value co-creation willingness.The achievement motivation and power motivation of customers play a completely mediating role between the emotional value proposition of enterprises and the customer value co-creation willingness.Middle-income groups with higher education level in China are increasingly pursuing individual independence and self-worth,their feelings and happiness lost is not obvious,the new type emotional value proposition of retail enterprises have certain influence but still need to improve,also needs to strengthen community construction,by allowing customers to maintain positive emotions and improve customer social motivation to improve customer value to create.