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E-Commerce Letters 2024
电商平台消费者互动对其价值共创意愿的影响研究——自我概念一致性的中介作用
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Abstract:
本文聚焦于服装电商平台中消费者互动对品牌价值共创意愿的影响，假设自我概念一致是连接消费者互动与消费者价值共创意愿的中介机制，剖析了自我概念一致性的中介作用。通过分析收集的241份数据发现：消费者互动正向影响消费者的价值共创意愿，自我概念一致在此过程中发挥部分中介的作用；消费者互动也积极作用于自我概念一致性，同时也积极作用于价值共创意愿。最后对结果进行讨论说明并对服装电商平台提出意见建议，促进服装电商平台的持续性高质量发展。
This paper focuses on the influence of consumer interaction on the willingness to co-create brand value in the live broadcast of apparel e-commerce. It assumes that self-concept consistency is the intermediary mechanism connecting consumer interaction with consumer value co-creation willingness, and analyzes the mediating role of self-concept consistency. Through the analysis of 241 data collected, it is found that consumer interaction positively affects the value co-creation intention of consumers, and self-concept consistency plays a part of mediating role in this process. Consumer interaction also has a positive effect on self-concept consistency and value co-creation willingness. Finally, the results are discussed and explained, and suggestions are put forward for the apparel e-commerce platform to promote the sustainable and high-quality development of the apparel e-commerce platform.
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