A large number of studies believe that customer participation experience is the cause, customer participation in value co creation is the result, and customer participation in value co creation has been considered as the main way of value creation in the future. At present, the use of new technologies makes entertainment more interactive and expressive. All entertainment projects have become traffic portals. Consumers pay more attention to the pleasant emotional experience brought by commodity addition when purchasing commodities, which is no longer limited to commodities themselves. Entertainment is the most effective way to stimulate emotion, and entertainment experience marketing has its own advantages in experience marketing with the help of entertainment elements. Therefore, this paper explores the mechanism of value co creation in entertainment experience. Based on the research of the previous literature, this paper puts forward the hypothesis of entertainment experience on the co creation of customer participation value, and verifies it. The results show that the shopping environment, commodity design, entertainment experience marketing and entertainment corporate culture all have a positive impact on the value co creation behavior initiated by the customer participating enterprises, and the spontaneous value co creation plays an intermediary role in the value co creation behavior initiated by the customer participating enterprises.

Yuanle Cheng, Hai Hu. Research on Value Co Creation in Entertainment Experience. Academic Journal of Humanities & Social Sciences (2019) Vol. 2, Issue 7: 8-20. https://doi.org/10.25236/AJHSS.2019.020702.

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