Research on the Influence of Customer Value on Purchase Intention based on Service-dominant Logic
AUTHORS
Pietro Schipani,University of Turin, Italy
ABSTRACT
Creating more value is the source of a company's competitive advantage, and how to improve customer value is an important issue that the business community pays attention to. This study takes customer value co-creation participation behavior as the research object, introduces customer experience, explores the mechanism of customer value co-creation participation behavior on purchase intention, and uncovers the black box of customer value co-creation participation behavior to purchase intention. This research uses questionnaire analysis, introduces customer experience, and conducts research on the influence mechanism of customer co-creation value participation behavior on purchase intention. This article explores the specific composition and result mechanism of customer value co-creation behavior, which is conducive to further improving the theory of customer value co-creation behavior; explores the formation mechanism of purchase intention from the perspective of value co-creation, and provides a new theoretical reference for the promotion of purchase intention; How to improve customer value and co-creation effect in management practice, enhance customer purchase intention and provide decision support.
KEYWORDS
Customer value, Customer willingness, Service leading logic, Influence mechanism
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