The influence of webcast interactivity on customer value co-creation: The Moderating Effect of Perceived Platform Risk
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Abstract
The webcasting industry is constantly developing, and the same-industry and cross-industry competition is also going on. Value co-creation can solve their own difficulties for many enterprises. This study proposes the impact of webcast interactivity and perceived risk on customer value co-creation. This study adopts the method of distributing questionnaires online, and the samples are mainly concentrated in Guangdong Province, which has the largest number of Internet users in the country. Research samples were collected by means of purposive sampling and then analyzed by correlation analysis and structural equation modeling analysis. The results show that the interactivity of webcast positively affects customer participation behavior and customer citizenship behavior, and perceived platform risk plays a negative moderating role.
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