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Abstract Based on interviews, this study develops components of crossover marketing in mobile internet environment, and proposes a model of effect of crossover marketing on value creation in mobile internet environment from the viewpoint of co-creating experiences as well as related hypotheses. Then, an empirical test is conducted based on survey data from companies in Guangdong area by structural equation model. The results reveal that crossover marketing has positive impact on co-creating experiences. Furthermore, co-creating experiences positively influence customer value, and also mediate the relationship between crossover marketing and customer value. Moreover, entertainment experience has the stronger effects. In addition, customer value positively influences both community value and firm value. Meanwhile, in community, social value positively influences firm value, while information value does not positively influence firm value. The research findings provide new insights for companies to create value in mobile internet environment.
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Received: 18 May 2016
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2017, Vol. 14 
