How China’s internet commonweal platform improves customer participation willingness? An exploratory study of Ant Forest
Purpose: The purpose of this paper is to investigate the influence of internet commonweal characteristics on consumers’ participation willingness, mainly predicated on the stimulus-organism-response model. Furthermore, co-creation value is tested as a mediator of the relationship between internet commonweal characteristics and consumers’ participation willingness, by using the project of Ant Forest issued by Ali-pay as an example. Design/methodology/approach: An online questionnaire survey was conducted among Ant Forest’s consumers with a final sample of 584 valid data. Moreover, to test the hypotheses in the relationship among latent variables, structural equation model analysis was used in this study. Findings: The findings show that openness and interactivity as two kinds of characteristics of internet commonweal have positive effect on customers’ co-creation value; while co-creation would mediate the relationship between internet commonweal characteristics and customers’ participation willingness. As a result, more co-creation value would be created between the companies and their customers for higher level of internet commonweal to gain a sustainable image. Practical implications: Two managerial implications derived in this paper to explain how to manage the internet public welfare platform and how to promote the social public welfare undertakings. In short, consumers’ co-creation value, green value, personal achievement value and social relationship value would be aroused by the internet commonweal characteristics and will finally affect consumers’ participation willingness. Originality/value: The originality and value in this paper is enriching the importance of customers’ co-creation value in the field of internet commonweal. And demonstrating that openness and interactivity of internet commonweal characteristics would increase customers’ co-creation value.
Year of publication: |
2021
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Authors: | Shen, Xiangdong ; Wang, Li ; Huang, Xiangmeng ; Yang, Shuai |
Published in: |
Chinese Management Studies. - Emerald, ISSN 1750-614X, ZDB-ID 2280185-6. - Vol. 15.2021, 1 (09.02.), p. 196-221
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Publisher: |
Emerald |
Saved in:
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