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| Research of the Moderation Mechanism between Participation Intensity and Customer Experience——From the Perspective of Collective Participation |
| HUANG Xiaozhi1,LIANG Minhua1,LIU Dege2 |
1. Business School, Guangxi University
2. School of Business Administration, Guangzhou University
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Abstract Getting customers involved in the enterprise manufacture process of products or service has been one of the focuses among scholars in recent years. At present, despite the research results from personal or individual views, there still lack researches from collective perspectives, especially about customer participation intensity. This article discusses the influence of customer participation intensity on customer experience from the perspective of collective participation and the influence of two variables—relational value and perceived competence—on the relationship between customer participation intensity and customer experience. As a result, we find that customer participation intensity has a negative effect on customer experience. Meanwhile, relational value and perceived competence can weaken this negative effect.
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Received: 14 December 2017
Published: 15 September 2018
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Corresponding Authors:
LIANG Minhua
E-mail: 185973108@qq.com
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2018, Vol. 38 
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