Impact of Perception Platform Sellers'Unethical Pro-organizational Behavior on Consumer Participation in Value Co-creation:from an Interactive Status Perception Perspective
Based on social interdependence theory and coping theory,we explore the interactive mechanism of perceived status and perception platform sellers'unethical pro-organizational behavior(UPB)on consumer participation in value co-creation.The research results show that:interactive status perception and perception seller UPB have interactive effects on consumers'participation in value co-creation.When the type of consumer interaction is clearly defined,the interaction between the perceived platform sellers'UPBs and perceived interaction status disappears.The sequential mediating effect of relational interaction → empathy is more significant between the perception of equal status and the positive impact of the sellers'UPBs on consumer participation in value co-creation,while transactional interaction → disgust has a more significant sequential mediating effect between the perception of dominant status and the negative impact of the sellers'UPBs on consumer participation in value co-creation.The research results can help managers of platform-based e-commerce organizations clarify the cognition,attitude,and behavioral response of consumers towards the platform sellers'UPBs during the interaction process,and provide certain experience and theoretical guidance for the governance of platform-based e-commerce organizations.
interactive status perceptionperception platform sellers'UPBconsumer interaction typeconsumer emotion
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