The Effects Of Customer Value Co-creation On The Symbolic Dimension Of Luxury Products

Nowadays innovation has become the main power of economic development in China and the mainstream pattern,product development cannot be without innovation.Since customers has direct using experience of products,they have innovation ability for new product development which tend to be a decisive and key contribution.As a result,the practice of the new product development and research is paid more attention to innovation brought by the customer value for contribution.With the continuous development of the theory of customer value co-creation,more and more industries begin to incorporate customer perspectives into the creative library of new product development,luxury products are no exception.However,under the influence of the characteristics of the luxury industry,ordinary customers do not have a deep understanding of luxury products,leading to the unsatisfactory result of co-creating activities,which puts forward higher requirements for the strategic layout of co-creating of luxury products:how to apply the theory of co-creating of value in the luxury industry?Due to what causes the luxury value co-creation effect is not ideal?Are there other ways and means to improve the luxury co-creation?More and more enterprises and academia pay attention to the study of such relationship and its mechanism.In order to further explore the boundary conditions of value co-creation,the academic community began to pay attention to customer co-creation behaviors and tried to distinguish different types of co-creation behaviors through the definition of dimensional variables.However,due to different starting points of research,dimensional variables did not form a unified standard,which provided the starting point and entry point for this study.According to the theory of construction level,customers tend to explain the distant psychological things with abstract features,and then ignore the concrete features of the things themselves.In reality,most of the audience and customers will conceptualize luxury products as far psychological distance treatment.This theory and phenomenon provides the research direction for this research.Therefore,in the process of creating,it is easy to ignore the product itself and pay more attention to the influence of the activity process.In exploring the symbolic impact of value co-creation on product design,this study focused on comparing the differences between the results of luxury co-creation and common products co-creation and explored its mechanism of action.Meanwhile,it analyzed the moderating role of customer knowledge and community feedback in this process.This study adopts the method of questionnaire investigation and experiment for related data collection,comprehensive use of various statistical analysis software for survey data to test and analysis,draws the following conclusions:in the value of common products to create innovative knowledge on product design has a positive promoting effect,symbolic behavior tightness negative inhibition effect to the product design is symbolic;Customer participation in luxury product value creation is contrary to the influence of ordinary products;Customer psychological distance plays an intermediary role in luxury co-creation.Customer knowledge and user community feedback both adjust the value of luxury products to create a symbolic impact on product design.According to the analysis conclusion,this study gives the corresponding management enlightenment,and the limitations of this study and the future research are analyzed and prospected accordingly.