Study On The Influence Of Brand Value Co-creation On Consumer Behavior Intention In Short Video Platform

With the development of the Internet,various social software and entertainment applications have gradually swept the market and become the daily necessary application platforms for consumers.The forms of information acquisition for people have also developed from the traditional graphic form to the way of video communication.Short video marketing has gradually become a new position for brand marketing.T he advent of the era of "value co-creation" makes the focus of marketing begin to explore the new mode of marketing with the participation of consumers,the role of customers has gradually evolved into the sharing of brand product experience or even the participants of value co-creation,enterprise managers are starting to pay attention to the co-creation activities of consumers in short video platforms.However,how to maintain the enthusiasm of consumers to participate in value co-creation activities in the short video platform and maintain long-term brand relationship,so as to make the consumption behavior expected by the brand has become a big problem of enterprise brand construction.Therefore,it is of practical significance to explore the mechanism of customers’participation in brand value co-creation in short video platform on their behavioral intention.Based on the literature review of variables such as brand value co-creation,brand relationship quality and consumer behavior intention,this paper puts forward the research hypothesis of variable relationship,divides brand value co-creation into brand value co-creation initiated by enterprises and brand value co-creation initiated by customers,and selects brand relationship quality as the intermediary variable to establish the research model of this paper.Then a pre-questionnaire was formed for scale testing,and the formal questionnaire needed for the research was finally determined.A total of 527 valid questionnaires were collected and analyzed using SPSS23.0.0 and AMOS23.0 to obtain the following research results:(1)The co-creation of brand value initiated by enterprises and the co-creation of brand value initiated by customers have a positive impact on consumers’ repurchase intention and recommendation intention.Among them,the co-creation of brand value initiated by customers has a greater impact on repurchase intention,while the co-creation of brand value initiated by enterprises has a greater impact on recommendation intention;(2)Customer-initiated co-creation of brand value has a positive effect on satisfaction,trust and commitment,while enterprise-initiated co-creation of brand value only has a positive effect on satisfaction and trust,but has no significant effect on commitment;(3)Brand relationship quality has a positive impact on consumers’ behavioral intention,in which commitment is the most influential,followed by trust,and satisfaction;(4)Satisfaction and trust play a significant mediating role in the influence path of brand value co-creation on consumer behavior intention,while commitment only plays a significant mediating role in the spontaneous brand value co-creation on consumer behavior intention,but has no significant mediating role in the enterprise-initiated brand value co-creation and consumer behavior intention.This study takes value co-creation in short video platform as independent variable to explore its influence on consumer behavior in the network environment.Brand relationship quality is selected as the intermediary variable to build a model for research,in order to enrich the research perspective of brand value co-creation,and to provide theoretical support and reference suggestions for enterprises to carry out value co-creation activities.