Research On Driving Factors And Configurations Of Customer Value Co-creation In Museum Cultural And Creative Products

The customer value co-creation influences and even decides the value realization of museum cultural and creative products in the Internet era.Thus,how to create opportunities for museum cultural and creative products to participate in customer value co-creation activities,and how to enhance customer value co-creation willingness through understanding customers’ practice in using museum cultural and creative products are important issues that museums should pay attention to.Based on the theory of customer value co-creation,this paper,summarizing the forms and main behaviors of the value creation of museum cultural and creative products,and using the method of network ethnography,finds that with the support of e-commerce platform,the customer value co-creation of museum cultural and creative products has the characteristics of digital empowerment,emotional experience,circle interaction and value increment.Secondly,this paper sees the customer value co-creation experience of museum cultural and creative products as a case,uses fuzzy set qualitative comparative analysis(fsQCA)method and discusses the linkage effect of functional value,cultural value,social value,platform support ability,organization support ability and scene shaping ability on the intention to promote customer value co-creation and trigger customer value co-creation behavior of museums and their path selection,highlighting how to promote customer value co-creation by configuration effect constituted by driving factors.Finally,this paper identifies two types of adaptive paths that promote customer co-creation value:emotional customer driving path and rational customer driving path.The research unveils that:(1)Functional value,cultural value and scene shaping ability are the necessary conditions for customer value co-creation which play a universal role.(2)With the help of fsQCA tool,this paper conducts asymmetric analysis and group analysis on the performance and drivers of customer value co-creation behavior of museum cultural and creative products,and constructs diverse groupings of customer value co-creation,forming different combinations of core and edge conditions.The final results show that there is a complex causal relationship between customer value co-creation behaviors and drivers,and also indicate that customers have different value orientations and value needs when they engage in value co-creation of museum cultural creation products.(3)In view of the results of fsQCA,this paper proposes to strengthen the customer value co-creation path of museum cultural and creative products from four levels,suggesting that in the context of the Internet ecommerce era,museum cultural and creative products should change the linear cognitive concept of the cause-effect relationship between "motive-behavior",make an integrated consideration from the perspective of configuration status,focus on rational customer needs,pay attention to emotional customer needs,grasp the significance of building e-commerce scenarios for cultural and creative products,and enhance the attractiveness and driving force of customer value co-creation.