THE RELATIONSHIP BETWEEN CORPORATE CHARITABLE BEHAVIOR AND CONSUMER VALUE CO—CREATION WILLINGNESS USING THE STRUCTURAL EQUATION METHOD
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Abstract
In an increasingly competitive market environment, consumers are paying more attention to their experience and participation. The ways to improve the enthusiasm of consumers toward participating in the co-creation of corporate value, so as to gain the value recognition and trust of consumers, is an issue that enterprises need to consider. This paper’s research object is a sample collected from mobile phone users, and the method of structural equation modeling was used to empirically test the relationship between corporate philanthropy behavior and consumer value co-creation willingness. The results show that corporate philanthropy has a positive impact on corporate reputation and consumer value co-creation willingness, corporate reputation has a positive impact on consumer value co-creation willingness, corporate reputation is involved in the relationship between corporate philanthropy, and consumer value co-creation willingness has a mediating effect. The conclusions of this research paper include specific significant references that enterprises can use to improve their own reputation and market competitiveness, and its ultimate purpose is to provide effective ideas and approaches for enterprise value co-creation strategy.
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