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The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism

In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a cert...

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Autores principales: Zhang, Yi, Liu, Yue, Tao, Wenxia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9332339/
https://www.ncbi.nlm.nih.gov/pubmed/35910964
http://dx.doi.org/10.3389/fpsyg.2022.950546
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author Zhang, Yi
Liu, Yue
Tao, Wenxia
author_facet Zhang, Yi
Liu, Yue
Tao, Wenxia
author_sort Zhang, Yi
collection PubMed
description In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing.
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spelling pubmed-93323392022-07-29 The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism Zhang, Yi Liu, Yue Tao, Wenxia Front Psychol Psychology In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing. Frontiers Media S.A. 2022-07-14 /pmc/articles/PMC9332339/ /pubmed/35910964 http://dx.doi.org/10.3389/fpsyg.2022.950546 Text en Copyright © 2022 Zhang, Liu and Tao. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhang, Yi
Liu, Yue
Tao, Wenxia
The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title_full The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title_fullStr The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title_full_unstemmed The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title_short The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism
title_sort influence of tourists’ online value co-creation behavior on consumer-brand relationship quality: the moderating effect of altruism
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9332339/
https://www.ncbi.nlm.nih.gov/pubmed/35910964
http://dx.doi.org/10.3389/fpsyg.2022.950546
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