Research On The Influence Of Enterprise Support To Customer Participation

With the development of science and technology,the business environment has changed.Customer experience is paid to more attention,economic type gradually to the experience economy excessive.Traditional enterprise value creation mode already can't adapt to the development of the times.And customer involvement value creation of new mode is gradually showing competition force.A fundamental change in the role of the customer,they take more and more participate in the value creation process,making more and more influence on the enterprise.The customer and the enterprise cooperate together to create value is becoming the new wellspring of competitive advantage of enterprise in the future.How the enterprise provide customers with help through own efforts to influence the customer participation behavior is the the problem that enterprise must think of carefully in the new situation.With the weak link between the enterprise and the customer,the social support theory and social theory are gradually applied to enterprise management.As the social activity is still dominated by enterprises,and customer is responsed.So this study based on social support theory and customer socialization theory,analysis of enterprise support as social support category unique,can be affected by corporate control.Based on the research on the related concepts of the connotation of in-depth analysis,enterprise support division in five dimension,they are Cultural support,Organizational support,Process support,Tools support and Knowledge support,respectively,to study the customer participation willingness and ability to participate,then the participation behavior.A theoretical model is established.To empirically test the model using the survey method,using SPSS software for data analysis.Take analysis of enterprise customers to provide customer support and willingness to participate,participation capability,and customer participation behavior between the path and the effect,draws the conclusions with theoretical and practical.The studie shows that enterprise support has a significant impact on customer participation behavior.In the paper,enterprise support was divided into multi-dimensions.Research proves that enterprise support enhances the customer's willingness to participate significantly.At the same time,knowledge support and tools support can promote the the ability of customers to participate,then promoting customer participation.This conclusion provides theoretical basis for the company to guide and manage of customer participation behavior.Finally,this paper makes a summary of the research,and prospects the future research direction.