The Evolution Process of Consumers and Their Social Network Input Based on Digitalized Interactive Platforms
Using grounded theory,this study explores how interactions between digitalized inter-active platforms,consumers,and their social networks interact in different service cycles to create val-ue.The results show that digitalized interactive platforms-based consumers and their social network inputs are as follows:First of all,in the initial service cycle,consumers are mainly influenced by their proximal social peers,involved in DIP,and form identity project results(alignment or misalignment).What's more,in the subsequent service cycle,consumers gradually build stable social networks,in-teract continuously with social peers(proximal and distal),and form repetitive identity project results through recursive self-reflexivity.Socialization is the key to reconcile identity misalignment and delay consumers'entry into the termination service cycle.Finally,to terminate the service cycle,consum-ers exit the consumption journey based on self-control and product conversion.
digitalized interactive platformscustomers and their social network inputrecursive reflexivityconsumption journey
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