In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing.
The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.
Individual nostalgia has an important influence on purchase decision, but the influence mechanism of collective nostalgia on purchase decision is not clear. This paper constructs a conceptual model on the basis of the literature. Collective nostalgia affects the purchase intention of time-honored brand products through two paths: perceived quality, perceived value and self-concept connection. In this paper, 276 respondents with collective nostalgia were collected. The empirical results show that collective nostalgia can directly predict the purchase intention of time-honored brand products, and can positively predict the purchase intention of time-honored brand products through the chain mediating effect of perceived quality and perceived value. Self-concept connection also plays a mediating role between collective nostalgia and purchase intention of time-honored brand products. This study extends the individual dimension of nostalgia to the collective dimension, verifies the mechanism of collective nostalgia on purchase intention, and has a certain practical significance for the emotional marketing of time-honored brand products.
The background of big data and intelligence provides more flexible conditions for resource utilization. With the development and popularization of Internet technology, knowledge sharing on the network multimedia virtual community platform that breaks through the boundaries of time and space came into being. Using the convenience of network multimedia, users in the platform can be learners, and may also be knowledge providers at the same time, and the network has gradually become a learning environment. Based on the perspective of system dynamics, this paper studies the influence of various factors on the knowledge sharing behavior of users in the virtual community platform, constructs the causal diagram and system flow diagram of the knowledge sharing process, and uses Vensim to simulate the system to verify its operation mechanism. Models were tested for sensitivity and validity. Research shows that users' willingness to provide knowledge in virtual community platforms tends to be stable over time, and the virtual community platform's incentives to knowledge providers are beneficial to continuously improve users' willingness to provide knowledge, and ultimately promote users' participation in knowledge sharing. The research contribution is mainly reflected in: this research can provide theoretical and data support for individuals to share and acquire knowledge in the new era, and at the same time has certain scalability and applicability to innovative educational methods and means.
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