The Double Effect of Customer Interaction in Chinese Short Video APP: The Mediating Role of Brand Experience

Abstract

In the network age, people have changed from passive reception of information to active creation of information carrier. Everyone can express their ideas and opinions to others, and create value through interaction between customers and customers. In this paper, a theoretical value model is constructed: interaction - brand experience - brand loyalty. Based on the mobile application software as the research background, the customer data collected are analyzed by structural equation model. The results show that customer interaction has a positive impact on value creation and brand loyalty, and brand experience has a partial mediating effect on customer value creation and brand loyalty. Finally, it is proposed that enterprises can help enterprises improve brand loyalty by strengthening the construction of customer's emotional relationship network, enhancing customer's continuous use feeling, designing and recommending content through customer segmentation, and expanding customer groups.

Keywords: Customer interaction; short video; value creation; brand loyalty; brand experience

DOI: 10.7176/EJBM/11-11-11

Publication date: April 30^th 2019