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Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator

With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for formi...

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Autores principales: Ren, Jifan, Yang, Jialiang, Liu, Erhao, Huang, Fangfang
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9559747/
https://www.ncbi.nlm.nih.gov/pubmed/36248545
http://dx.doi.org/10.3389/fpsyg.2022.1009724
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author Ren, Jifan
Yang, Jialiang
Liu, Erhao
Huang, Fangfang
author_facet Ren, Jifan
Yang, Jialiang
Liu, Erhao
Huang, Fangfang
author_sort Ren, Jifan
collection PubMed
description With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers’ Willingness to pay premium (WoPP) as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers’ WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities.
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spelling pubmed-95597472022-10-14 Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator Ren, Jifan Yang, Jialiang Liu, Erhao Huang, Fangfang Front Psychol Psychology With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers’ Willingness to pay premium (WoPP) as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers’ WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities. Frontiers Media S.A. 2022-09-29 /pmc/articles/PMC9559747/ /pubmed/36248545 http://dx.doi.org/10.3389/fpsyg.2022.1009724 Text en Copyright © 2022 Ren, Yang, Liu and Huang. 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
Ren, Jifan
Yang, Jialiang
Liu, Erhao
Huang, Fangfang
Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title_full Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title_fullStr Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title_full_unstemmed Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title_short Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator
title_sort consumers’ willingness to pay premium under the influence of consumer community culture: from the perspective of the content creator
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9559747/
https://www.ncbi.nlm.nih.gov/pubmed/36248545
http://dx.doi.org/10.3389/fpsyg.2022.1009724
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