Research On The Influence Of Perceived Interaction On Consumers’ Value Co-creation Intention

The rapid development of contemporary network technology has made more and more companies interact with consumers through various media,and the styles of interaction have gradually diversified.While enriching the consumer’s purchasing experience,it has also increased its intention to participate in interaction.However,does this mean that all styles of interaction can help increase consumers’ value co-creation intention? If there is an inappropriate style of interaction,what measures should the company take to avoid it? Therefore,it is of great research significance to identify the styles of interactions according to role theory and explore the mechanisms that affect consumer value co-creation intention.At present,domestic and foreign scholars have rich research on the styles of online interaction,but most of the research focuses on the functionality of interaction.Few scholars analyze their perception of the interaction process from the perspective of consumers.In addition,the impact of interaction on consumers is not only reflected in the purchase process,it also affects consumers ’intention to participate in all aspects of the company’s production and operation.In addition to studying the impact of interaction on consumer purchase intentions and satisfaction,the relationship between interaction and consumers’ value co-creation in the interaction process should also be valued.Based on this,from the perspective of consumer perception,this article divides perceived interaction into three styles according to role theory:interaction-oriented interaction,task-oriented interaction,and self-oriented interaction.It explores the impact of different styles of perceived interaction on consumer’s value co-creation intention,and use perceived social distance as a mediation variable to explore the mechanism of perceived social distance between different styles of perceived interaction and consumer’s value co-creative intention,and the study also introduces the regulation focus as a moderator.First of all,this article reviews the literature from five parts: role theory,perceived interaction,value co-creation theory,perceived social distance,and regulation focus theory.Based on this,research hypotheses and model frameworks are proposed.Secondly,this article adopts the questionnaire survey.A total of 354 questionnaires were distributed online.After excluding invalid questionnaires,316 valid questionnaires were retained,and the effective recovery rate was 88.98%.Finally,the data analysis software SPSS23.0 and AMOS17.0 were used to conduct hypothesis testing.The results show that interaction-oriented interaction and task-oriented interaction will increase consumer’s value co-creation intention;self-oriented interaction will decrease consumer’s value co-creation intention.Secondly,perceived social distance plays the partial mediating role between interaction-oriented interaction,task-oriented interaction,self-oriented interaction and consumer’s value co-creation intention.Finally,this study also finds that the regulatory focus plays a moderating role between interaction-oriented interaction and perceived social distance,while the moderating effect between task-oriented interaction,self-oriented interaction and perceived distance is not significant.In addition,this paper also examines the difference in the effect of regulatory focus on the impact of different perceived interaction styles on consumer value co-creative intention,and the results show that regulatory focus plays a moderating role between different styles of perceived interaction and consumers’ value co-creation intention.According to the research conclusions,suggestions are made from two aspects of enterprises and consumers.First of all,companies should adopt appropriate styles of interaction to avoid negative effects due to improper interaction forms.In addition to selling products,companies should also stress the emotional needs of consumers and improve service details.Second,we should make full use of the opportunity to interact with businesses and actively participate in the interaction as consumers,so as to deepen understanding of products or services and make more rational decisions.