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The Impact of Consumer Participation Value Creation of Cross-border E-commerce on Brand Preference |
ZHANG Xiaodong |
School of Economics and Management,Inner Mongolia Agricultural University |
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Abstract Cross-border e-commerce is a new way of trading and selling directly to different backgrounds and diverse consumers around the world. These consumers have personalized consumption needs and unique creative desires to provide companies with a wealth of creative resources. Enhancing consumers brand preferences through value creation has become a hot issue in the cross-border e-commerce field. The article, from the two stages of product design and product marketing, and two systems of co-creation and creative choices, has established a cross-border e-commerce consumer participation in value creation of four types of brand preference impact model, and launched an empirical study. The research results show that the creative selection system mainly affects brand recognition, and the creative co-creation system mainly affects the brand image. Both brand recognition and brand image help to enhance consumers’preference for the brand.
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Received: 06 May 2019
Published: 15 August 2019
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Corresponding Authors:
ZHANG Xiaodong
E-mail: 314149280@qq.com
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