The Influence of Customer Engagement Behavior Promotion Strategies on Value Co-creation Intentions Based on Consumer's Well-being:The Moderating Role of Information Processing Style
Based on the goal framing theory and well-being theory,this study introduces consumer's well-being as a mediating variable and information processing style as a moderating variable.It explores the impact mechanisms and boundary conditions of customer engagement behavior promotion strategies(profit target promotion strategy,normative goal promotion strategy,and hedonic goal promotion strategy)on value co-creation intention.Through a three-stage time-lagged research design,this study obtained 246 valid survey responses for empirical analysis.The study shows that customer engagement behavior promotion strategies have a significant positive impact on customers'value co-creation intentions.Consumer's well-being partially mediates the effect of customer engagement behavior promotion strategies on customers'value co-creation intentions.Under the affective processing style,customer engagement behavior promotion strategies have a more significant positive impact on consumer's well-being.Under the affective processing style,the positive effect of customer engagement behavior promotion strategies on customers'value co-creation intentions is enhanced through consumer's well-being.The conclusions of this study contribute to bridging the gap between businesses and consumers,promoting the establishment of long-term cooperative relationships,and providing decision support for the development of more effective marketing strategies.
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