An Empirical Study On The Influence Of Consumer Participation In Value Co-creation On Consumer Loyalty In The Context Of Service Transformation Of Manufacturing Enterprises

Due to the increasingly fierce market competition,manufacturing enterprises pay more attention to the value of service and the personalized needs of consumers to increase the competitive advantage of products,and then maintain consumer loyalty.With the advent of the Internet era,information exchange is more efficient and convenient for enterprises and consumers to create value together.In each link of product design,manufacturing,trading and after-sales,enterprises and consumers can have in-depth interaction,and consumers can even directly participate in relevant links,which provides a new idea for the service transformation of manufacturing enterprises.Therefore,how to promote consumer participation in value co-creation and how to further affect consumer loyalty are two issues of great research value.In order to explore the above issues,this paper firstly teases and reviews the literature of service transformation,consumer participation,enterprise response capability,value co-creation,consumer loyalty,and determines the research variables of this paper.This paper takes consumers’ participation willingness and ability as independent variables,consumers’ participation behavior as dependent variables,and innovatively introduces enterprises’ response behavior as adjusting variables to explore the factors that affect consumers’ participation in value co-creation.In addition,this paper takes consumer participation behavior as independent variable,consumer loyalty as dependent variable,introduces co-creation experience value as intermediary variable,and divides it into economic experience value,functional experience value and emotional experience value in detail,so as to explore the internal mechanism of consumer participation behavior for consumer loyalty.After completing the research model,this paper referring to the existing measurement scale has designed the questionnaire and collected some data combined with the actual situation of the household appliance industry,and applies SPSS22.0 to analyze 416 valid recycled questionnaires.Finally,this paper summarizes the results of empirical analysis and puts forward relevant enlightenment: consumer participation willingness and consumer participation ability both have a positive impact on consumer participation behavior,and enterprise response capability plays a positive regulatory role between participation willingness and participation behavior,which shows that enterprises should pay attention to the gap between different consumer participation willingness and ability and take different measures to improve the willingness and ability of consumer.At the some time,enterprises should timely respond and feedback in the process of communication with consumers;Co-creation experience value plays an intermediary role between consumer participation behavior and consumer loyalty,so enterprises should pay attention to all kinds of experience values of consumers in the process of participating in value co-creation,and then increase the stickiness and consumer loyalty.