| The highly competitive market system in the retail industry and the convergence of development urge relevant enterprises to pay more attention to value construction,while the continuous improvement of consumer status in the transversion of make value creation urges enterprises to pay more attention to consumers.Both business practice and theoretical research announce the arrival of the era of consumer center.Creating value with consumers has become the origin for most corporates to gain advantage in competition.From another point of view,the macro and micro changes are taking place faster than expected in the digital era,and the decision-making psychology of customer groups is also changing quietly.The exclusive products and customized service processes catering to the new era are obviously more favored by customer groups.In this context,the reform wave of "New retail" model has sprung up in the retail industry.Although the ability to achieve innovation may not immediately improve enterprise performance;However,it can change consumers’ evaluation and attitude towards retailers and become a main element for the triumph of the retail system.Therefore,it is of great significance to deeply study the cognition and choice of customers in the process of value co creation of new retail services.Under the above-mentioned background,this paper puts forward the research theme of "new retail enterprise value co creation desire".Taking the representative brand of new retail "Fresh HEMA" as an example,Answer the mechanism of the independent variable service innovation perception on the dependent variable customer value co-creation intention under the new retail format.Firstly,after combing the relevant classical academic achievements,this paper proposes a conceptual model with perceived innovativeness of new retail services as the independent variable,value co creativity willingness as the dependent variable and task technology matching as the regulatory variable.Secondly,the hypothesis proposed by the model is tested by questionnaire survey.We totally gathered 516 questionnaires,of which 470 were valid;Using SPSS 26.0 software of IBM and Amos 24.0 software of IBM for data analysis,the results show that:(1)Perceived innovativeness of new retail services has a significant positive impact on perceived a)functional value and b)emotional value and creative willingness;(2)Consumer perceived value plays an intermediary role in the influence of innovation perception on customer value co-creation intention;(3)Task Technology Fit plays a moderating role in the impact of Perceived innovativeness of new retail services on consumers’ perceived value.Under the above-mentioned empirical results,this paper puts forward the following suggestions from the aspects of paying attention to customers,paying attention to the perception of service innovation,strengthening the matching between retail services and advanced technology,and improving the service level of employees:(1)We should predict and meet the specific needs of different customers,customize exclusive services for customers,to achieve efficient interaction with customers.(2)With the help of massive data resources and various advanced technologies,integrate and reconstruct digital technology into the physical service environment to provide a new service experience better than traditional retail.(3)Realize the technical ease of use and availability in the new retail service mode,and ensure that customers understand and accept the new technologies and services in the new retail as soon as possible.(4)Recruit high-quality personnel and organize staff training regularly after employment.It is hoped that the research conclusions and suggestions of this paper can provide a useful reference for shaping and cultivating the customer-centered retail service value co innovation model and new business forms.At the same time,it points out the shortcomings and prospects of the research at the end of the text,hoping to provide new ideas for future researchers. |
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