Research On The Impact Of Consumer Participation On Brand Attachment

In today’s era of consumer sovereignty,the competition in the market environment is extremely fierce,and products and services are being delivered to consumers through increasing channels.The diversity of products and services may not be able to give consumers of information-rich,global perspective and cognitive surplus.This brings a better consumer experience,and consumers are more aware of how to meet their needs than businesses.As an inseparable Internet enterprise in production and consumption,whether to provide services and experiences as products or to allow consumers to participate in the value chain of products and services is all about the choice of managers.Therefore,meeting consumers’ needs and enthusiasm for participation,and jointly creating value with consumers,is one of the keys for Internet companies to increase their comprehensive competitiveness.In order to maintain their core competitiveness and meet the individual needs of customers,enterprises should realize that engaging consumers and creating value with consumers is the only way for enterprises to use consumer resources.At the same time,establishing an unbreakable long-term relationship with consumers,that is,allowing consumers to form brand attachments,is also the key to the long-term success of Internet companies.Therefore,it is particularly important.There is less research on consumer perspective in academia.This research is based on fast-growing Internet companies,from the perspective of consumers,and introduces it into the antecedents of brand attachment.Then use consumer-enterprise identification and Internet word-of-mouth as mediating and moderating variables,build research models based on attachment theory,study the mechanism of brand attachment formation,and provide theoretical support for the long-term development of Internet companies.The article first reviews the concepts of consumer participation,brand attachment,consumer-enterprise identity,and online word-of-mouth,as well as attachment theory,self-consistent emotion theory,consumer-brand relationship theory,and word-of-mouth communication theory.Secondly,based on research hypotheses derived from related concepts and theoretical foundations,an appropriate relationship model is constructed.Again,using sample data from 282 valid questionnaires,hypothesis tests were performed using software such as SPSS21.0.Finally,empirical results show that: consumer participation has a significant positive impact on brand attachment;consumer-corporate identification plays a part of the mediating role between consumer participation and brand attachment;online word of mouth regulates the relationship between consumer participation and brand attachment.Treating and encouraging consumer participation as a cutting-edge competitive strategy;enhancing relationships with consumers,and transforming consumers into companies’ Customer relationship capital;establish a good image and build a good reputation.