고객가치 Co-creation 행동이 고객의 명성, 플랫폼 신뢰와 구매 의도에 미치는 영향: 공동창출 정도의 조절 효과 (The Effects of Customer Value Co-creation Behavior on Customer’s Reputation, Platform Trust and Purchase Intention : The Moderating Effect of Degree of co-creation)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 17권 / 6호 / 337 ~ 353페이지
· 저자명 : 박영근, 장순지, 박재진

초록

Recently, with the development of high-speed communication technology and social network service, sharing of information and communication among customers has spread and customer needs are diversified. To satisfy these diverse customer needs, we must actively engage customers to reflect customer value in the purchasing process. Especially in the emerging sharing economy business, customer engagement is recognized as an important factor in business success. Therefore, in service marketing research, the effect of customer value co-creation behavior on purchase intention through customer participation needs to be studied academically and practically. The purpose of this study is to investigate the effect of Customer Value Co-creation Behavior effort on customer's intention to purchase a service platform through empirical study on customer behavior. Especially, we analyzed the effect of co - creation on the purchase intention. According to the results of the study, customer participation behavior and customer citizenship behavior affect the customer's reputation, perceived value and platform trust, and customer value co - creating behavior ultimately influences purchase intention. Co-creation also regulates this relationship.

영어초록

Recently, with the development of high-speed communication technology and social network service, sharing of information and communication among customers has spread and customer needs are diversified. To satisfy these diverse customer needs, we must actively engage customers to reflect customer value in the purchasing process. Especially in the emerging sharing economy business, customer engagement is recognized as an important factor in business success. Therefore, in service marketing research, the effect of customer value co-creation behavior on purchase intention through customer participation needs to be studied academically and practically. The purpose of this study is to investigate the effect of Customer Value Co-creation Behavior effort on customer's intention to purchase a service platform through empirical study on customer behavior. Especially, we analyzed the effect of co - creation on the purchase intention. According to the results of the study, customer participation behavior and customer citizenship behavior affect the customer's reputation, perceived value and platform trust, and customer value co - creating behavior ultimately influences purchase intention. Co-creation also regulates this relationship.

참고자료

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