Research On The Mechanism Of Smart Phone Brand Attachment To Customer Value Co-creation Behavior

In recent years,with the advent of the 4.0 era of marketing that emphasizes people as the "main body",the core drive is more focused on values and data drive.The role of consumers has shifted again.Companies must shift part of their marketing attention to active interaction with consumers.In addition,compared with products with the same style on the market,consumers will gradually lose their enthusiasm for purchase and reduce their desire to purchase.Therefore,the interaction between products-based enterprises and customers,strengthening the understanding of the true needs of customers,and realizing value co-creation are still the key to enterprise development.A review of related research found that customer's emotions and dependence on a certain brand and other personal-level factors related to the brand may affect value of customer co-creation behavior,but at the same time,their behavior will be interrupted due to various reasons.One of the reasons why companies encounter difficulties in producing products that match the needs of customers.In order to explore the problems between customers and value co-creation behaviors and the reasons that lead to the interruption of customer co-creation behaviors,this article interviewed people around and found that power perception affects the generation of customer value co-creation behaviors.At the same time,it combines relevant literature to comb and propose power Perception may be one of the main reasons leading to the interruption of customer value co-creation behavior.First of all,based on the current domestic and foreign related literature summary and collation,this article summarized the concepts of brand attachment,power perception and customer value cocreation behavior.Secondly,it started with brand attachment and constructed the theory of its relationship with power perception and customer value co-creation behavior.The model uses smartphone users as the survey object,uses sample data collected from the questionnaire,and uses statistical methods to verify the research hypothesis to verify the research hypothesis proposed in this article.The results of the data showed that brand attachment positively affects value co-creation.There is a positive influence between brand attachment and spontaneous value co-creation,and power perception plays a partly moderating role in the influence of brand attachment and customer value co-creation behavior.According to the corresponding conclusions on the theoretical level from the investigation and research of this article,firstly,it is necessary to strengthen the degree of customer attachment to the brand from three stages.Secondly,it is recommended to dynamically look at the impact of power perception on value co-creation behavior.Finally,it is suggested that enterprises must pay attention to customer value co-creation behavior,and put forward corresponding management suggestions for smart phone companies in guiding and intensifying customer value cocreation behavior.