Relationship between consumer participation behaviors and consumer stickiness on mobile short video social platform under the development of ICT: based on value co-creation theory perspective

ABSTRACT

As a representative of the sharing economy business model, TikTok, a short-form mobile video-sharing social networking platform, has numerous consumers worldwide. Based on the background of the development of information technology and value co-creation theory, this paper analyzes the relevance between information and communication technology and the sharing economy; studies the internal mechanism between consumer participation behaviors and consumer stickiness under different emotions; and expounds the impact of consumer participation behaviors on consumer perceived value. The structural equation model was used to analyze 902 questionnaires collected from TikTok consumers. The research results reveal that positive consumer participation behavior has a positive effect on consumer perceived value, negative consumer participation behavior harms consumer perceived value, and consumer perceived value has a positive impact on consumer happiness and stickiness. Consumer happiness plays an intermediary role between consumer perceived value and consumer stickiness.

KEYWORDS:

• Sharing economy
• ICT
• value co-creation
• consumer participation behaviors
• consumer perceived value
• consumer stickiness

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Natural Science Foundation of China (grant number 71831005) and Shenzhen Humanities & Social Sciences Key Research Bases (grant number KP191001).

Notes on contributors

Jifan Ren

Jifan Ren is currently an Associate Professor at the School of Economic & Management, Harbin Institute of Technology (Shenzhen). His research interests are big data and business analytics, value co-creation and online/mobile advertisements. Dr. Ren Currently hosted a number of research projects, including two National Natural Science Foundation of China (NSFC) projects, and several governmental and enterprises projects. He has published papers in several international and domestic journals, including Computers in Human Behavior, International Journal of Production Research, Production Planning and Control, Journal of Business Research, IEEE Transactions on Engineering Management and so on.

Jialiang Yang

Jialiang Yang is a PhD student in Harbin Institute of Technology's School of Economics and Management. He received his Master's degree in information systems from the Hong Kong Polytechnic University. His research areas include Sharing Economy, Value Co-creation and Social Media. He has participated in several projects supported by the National Natural Science Foundation of China.

Mengyang Zhu

Mengyang Zhu is a master student in Harbin Institute of Technology, Shenzhen. He has obtained a Bachelor's Degree in Engineering Management from Guizhou University. His research interests include Online Advertising, Consumer Behavior and Sharing Economy. He has participated in several projects supported by the National Natural Science Foundation of China, and his scholarly works have been published in some international conferences.

Salman Majeed

Salman Majeed is a post-doctorate (Department of Marketing, College of Management, Shenzhen University, China) and Research Associate at International Center for Hospitality Research and Development in Dedman College of Hospitality at Florida State University, Tallahassee, USA. His teaching and research interests include tourism marketing, hospitality management, destination branding, service marketing, the role of technology and social media in the service industry, advertising, consumer psychology, consumer behavior, medical tourism, and wellness tourism. He holds degrees of PhD Management (Tourism Management), MS (Management), MBA (Marketing Management), and BCom. He is ad hoc Article Editor and reviewer of many reputable international journals. He has published his peer-reviewed research articles in prestigious international journals. He is collaborating with reputable scholars in different countries to write research and share teaching experience. He has been awarded the best international scholar award at Fuzhou University. Salman mentors MBA and PhD students across different countries.