A Study on the Impact of Rural E-commerce Live Customer Value Co-creation Interaction Behavior on Customer Relationship

Abstract

Rural e-commerce live streaming is an emerging marketing model in the era of the Internet in China. In a complex network environment, multiple stakeholders exchange services, integrate resources, and achieve value co creation. This article explores the influencing factors of customer value co creation and interactive behavior in e-commerce live streaming from a customer perspective, as well as their impact on customer relationships. Through empirical research, the following conclusions can be drawn: trust has a significant impact on product interaction, interpersonal interaction, and media interaction; Subjective norms have a significant impact on interpersonal and media interaction, while their impact on product interaction is not significant; Product interaction has a significant impact on relationship construction, but has no significant impact on relationship deepening; Interpersonal communication has a significant impact on the construction and deepening of relationships; Media interaction has a significant impact on the construction and deepening of relationships.