%0 Journal Article
%T An Analysis of the Motivation of Customer Participation Value Co-Creation in the We-Media: A Study Based on Content Marketing
%A Xin Wu
%A Feiyan Liu
%J Open Journal of Business and Management
%P 749-760
%@ 2329-3292
%D 2018
%I Scientific Research Publishing
%R 10.4236/ojbm.2018.63057
%X <div style=\"text-align:justify;\">
	The value co-creation of customer participation is the prerequisite for the
company to achieve commercial value from the we-media. This paper starts
from the content of the we-media environment elements to reveal the mechanism
of value co-creation of customers¡¯ participation in we-media, and
helps we-media managers to deliver the content customers need scientifically
and efficiently, to increase their willingness to participate, and to realize
value co-creation. Based on 227 valid questionnaires, this paper uses SPSS
22.0 and AMOS17.0 to analyze the data and test the hypothesis. The empirical
results show that: Practical Content and Interesting Content significantly
positively affect the value co-creation of autonomous customer participation;
Practical Content and Personalized Content significantly positively
influence the Sponsored Value Co-creation. At the same time, Autonomous
Value Co-creation also has a significant positive impact on the Sponsored
Value Co-creation, and Autonomous Value Co-creation plays a role as a partial
intermediary in the Sponsored Value Co-creation by Practical Content,
and it is initiated in Interesting Content, the role of co-creation of value plays
a role of a complete intermediary.
</div>
%K Customer Participation
%K Value Co-Creation
%K We-Media
%K Content Marketing
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=86301