The Impact of Customer Participation on Customer Value: Does Customer Resource and Regulatory Focus Matter?

With the development of technology and improvement customer awareness, customers enterprises are becoming more proactive in process cooperation. Among these developments is value creation brand network. The community changes with accumulation resources during journey, it particularly important to explore impact resource regulatory focus for on value. Previous research mainly focused role stages realization, ignoring participation journey moderating effect between them. This paper investigates this from perspective theory. Based investigation 451 active Chinese famous network community, uses SEM method test relationships among participation, value, journey. empirical results show that both relationship human positively affect lifetime engagement play a mediating Furthermore, promotion moderates resources, while prevention only resources. provide theoretical basis communities sustainably cultivate guide contribute higher