| Over the past decade,driven by the rapid changes in the economic environment and the rapid development of the Internet,Service-Dominant logic and value co-creation have become a new hot spot in the marketing field.In the perspective of value co-creation,the customer’s role has undergone a huge change,they are no longer passive consumer,but become the co-creator of value,only when the customers act as a co-creator and participate in the value creation activities,can the value co-creation process achieve,only the customer can determine the value.The process of value co-creation can be seen as a constant trade-off process between the customer’s value obtained and their costs paid.Although more and more customers participate in the value co-creation process through a variety of channels,but in reality,the majority of customers will not take the initiative to communicate and interact with the enterprise and autonomy to participate in the value co-creation activities.At the same time,with the advent of the Internet economy and the era of customer sovereignty,any value creation activities of companies are inseparable from the interaction with customers,companies should take customers as the center,co-create value through the interaction with customers,and this has become the new strategic model which is widely adopted.Virtual brand community,a typical value co-creation platform,plays an important role in value co-creation,therefore,it has become an important new channel for companies to fulfill communication with their customers.In conclusion,this paper starts from the perspective of communication,and in the perspective of value co-creation,I put forward two kinds of communication strategies,which can improve the customer’s willingness of co-creation,namely the value-enhancing and the cost-reducing communication strategy.This paper adopts the experimental research method,which bases on the virtual brand community background,the aim is to verify the influence of enterprises’ communication strategies on the willingness of customers to co-create,and the customer perceived justice’s mediating effect.Through the processes of experiment design,experiment pretest and formal implementation,this study collects numerous experiment data,and adopts the SPSS 19.0 to analyze and process these experimental data.The results show that:both the value-enhancing and cost-reducing communication strategy can significantly improve the customer’s willingness to co-create,what’s more,the effect of value-enhancing communication strategy is stronger than cost-reducing communication strategy,and the mediating effect of the customer perceived justice is also verified.All the other conclusions are consistent with the theoretical analysis and research hypothesis of this paper,except the interaction effect of the two communication strategies.The present study also finds that the customers’ inherent interest on the value co-creation activities in the specific area has the moderating effect.In addition,this article also further explores the impact degree of the sub-dimension of value-enhancing and cost-reducing communication strategy.The results show that the self-promotion value in value dimension and the monetary cost in cost dimension have the strongest influence on the customer’s willingness to co-create.Based on the conclusion of this study,I put forward the management inspiration for enterprises practice,and provide three suggestions for enterprises to formulate effective communication strategies.Finally,I point out the shortcomings of this research and the future development direction. |
