跨境电商消费者参与价值共创对品牌偏好的影响

跨境电商是全新的贸易和销售方式，直接面对世界各地不同背景和多元化的的消费者。这些消费者具有个性化的消费需求与独特的创造愿望，能够为企业提供丰富的创意资源。通过价值共创提升消费者的品牌偏好成为了跨境电商领域的热点问题。文章从产品设计与产品营销两个阶段、创意共创与创意选择两大体系，建立了跨境电商消费者参与价值共创的四种类型对品牌偏好的影响模型，并展开实证研究。研究结果表明，创意选择体系主要影响品牌识别，创意共创体系主要影响品牌形象，品牌认知和品牌形象都有助于提升消费者对品牌的偏好。

The Impact of Consumer Participation Value Creation of Cross-border E-commerce on Brand Preference

Cross-border e-commerce is a new way of trading and selling directly to different backgrounds and diverse consumers around the world. These consumers have personalized consumption needs and unique creative desires to provide companies with a wealth of creative resources. Enhancing consumers brand preferences through value creation has become a hot issue in the cross-border e-commerce field. The article, from the two stages of product design and product marketing, and two systems of co-creation and creative choices, has established a cross-border e-commerce consumer participation in value creation of four types of brand preference impact model, and launched an empirical study. The research results show that the creative selection system mainly affects brand recognition, and the creative co-creation system mainly affects the brand image. Both brand recognition and brand image help to enhance consumers’preference for the brand.