A Study on the Impact of Customer Competence on Customer's Participation in Value Co-creation Exemplified by House Decoration Industry

The pattern of customer's participation in production has changed with the development of information technology.As dominant resources,customers provide resources and create value in value cocreation process through cooperation with enterprises.As the core of customer resources,it is of great significance theoretically and practically to study the impact of customer competence on customer's participation in value co-creation.This paper constructed the conceptual model of the impact of customer competence on customer's participation in value co-creation,exampled by house decoration industry.The results show that customer competence has positive impact on value co-creation through customer participation;and the unique requirements have the significant regulated role between the customer competence and the customer participation.Finally,based on the results,this research provides the marketing strategy and the management implications.