共享经济中顾客共创价值对品牌信任的影响——以在线旅游APP消费者为例

The Influence of Customers' Co-created Value on Brand Trust in the Sharing Economy

在共享经济背景下,旅游者通过旅游在线平台的共创活动感受到的价值,对以在线平台为支撑的旅游企业的营销提供了便利。为探究顾客在参与共享经济活动中通过在线共创活动所产生的价值对品牌信任的影响,对使用过马蜂窝等在线旅游APP的消费者进行了问卷调查,总共发放问卷190份,回收有效问卷175份。使用SPSS 21. 0对调查数据进行分析,结果发现:顾客在线价值共创活动中所产生的情感价值、功能价值和社会价值均对品牌可靠性和品牌意图有积极影响。

In the context of the sharing economy,the value perceived by tourism consumers through co-creation activities of tourism online platforms facilitates the marketing of the tourism enterprises supported by online platforms.In order to explore the impacts of the value generated by customers through online co-creation activities on brand trust,a questionnaire survey was conducted among the users of the travel app cytocells and the like.Totally 190 copies of questionnaire were distributed and 175 valid.An analysis with the SPSS21.0 showed that consumers’ emotional value,functional value and social value generated in the participation of online value creation activities had positive impacts on brand reliability and brand intention.