It is necessary for many brands to adopt the strategy of co-creation with customers in the innovation process that wants to make the brand equity grow steadily under the high level of competition among brands. Despite the fact that the innovation strategy is a state of high risk, the brand takes customers' fancy that has a tendency to pursue novelty-seeking. Although there has been much literature on customer acceptance of novelty-seeking in the past, there is still a lack of explanation for the literature that explores customer co-creation in customer acceptance of novelty-seeking. This study collects data from customers who had participated in the brand purchase experience in the form of online questionnaires and uses IBM SPSS macro (PROCESS) to measure and analyze the data of various variables. This research result is to provide a customer perspective to understand the customer acceptance of novelty-seeking, and to analyze the positively affected relationship between customer co-creation intention and customer-based brand equity if the brand is committed to promoting perceived value co-creation activities. This study is based on social exchange theory that contributes to the research literature in the marketing field by proposing a moderated mediation model to explain the value co-creation of customers and brands.

Authors:
Wen-Chun Lin, National University of Kaohsiung, Taiwan
Yu-Chi Wu, National University of Kaohsiung, Taiwan

About the Presenter(s)
WEN-CHUN LIN is currently a graduate student. WEN-CHUN LIN is currently studying at the National University of Kaohsiung in Taiwan and has studied relevant research in the marketing field at the Institute of Business and Management in school.

See this presentation on the full schedule – Sunday Schedule

Bookmark