The effect of institutional marketing regulation on customers' willingness to participate in value co-creation: the mediating role of customer value perception

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Abstract

The rapid development of the platform economy makes platform institutional marketing gradually become an important means for platform companies to attract customers to use and participate in platform activities. On the one hand, platform companies guarantee users' transaction rights and interests based on a certain intensity of regulation to enhance customers' willingness to participate in value co-creation, and on the other hand, they promote customers' willingness to participate in value co-creation by establishing trust relationships with users. Based on the SOR model, this paper investigates the influence mechanism of institutional marketing regulation on customers' willingness to participate in value co-creation based on value perception theory with three-dimensional value perception as the mediating variable. The relationship between the variables in the conceptual model is tested empirically using questionnaires, and it is concluded that: institutional marketing regulation positively affects customers' willingness to participate in value co-creation; value perception mediates the positive relationship between institutional marketing regulation and customers' willingness to participate in value co-creation; and there is a direct effect of platform institutional regulation on customers' willingness to participate in value co-creation, and there is a direct effect of platform trust regulation on customers' willingness to participate in value co-creation. There is no direct effect of platform trust regulation on customers' willingness to participate in value co-creation.
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制度性营销规制对顾客参与价值共创意愿的影响:顾客价值感知的中介作用
平台经济的快速发展,使得平台机构营销逐渐成为平台公司吸引客户使用和参与平台活动的重要手段。一方面,平台公司通过一定的监管力度保障用户的交易权益,增强用户参与价值共创的意愿;另一方面,平台公司通过与用户建立信任关系,促进用户参与价值共创的意愿。本文基于SOR模型,基于价值感知理论,以三维价值感知为中介变量,研究了制度营销规制对顾客参与价值共创意愿的影响机制。利用问卷对概念模型中各变量之间的关系进行实证检验,结果表明:制度营销监管正向影响顾客参与价值共创的意愿;价值观念提供中介机构之间的积极关系营销管理和客户的意愿参与共同创造价值;平台制度监管对客户参与价值共创意愿有直接影响,平台信任监管对客户参与价值共创意愿有直接影响。平台信任监管对客户参与价值共创意愿没有直接影响。
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