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| The Relationship Research on Specific Investment, Customer Participation in Value Co-Creation of E-Commerce Platform and Customer Value in B2B |
| YAN Jianyuan，HE Qunying |
| Nan kai University, Tianjin, China |
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Abstract This study builds up a conceptual model of the relationship among specific investment，customer value co-creation and customer value in B2B, taking 184 ali,s export customers as the research samples. This study uses structural equation modeling and bootstrap analysis method to conduct an empirical test on the theoretical hypothesis. From the research results，it is found that the three dimensions of customer value co-creation,including information sharing, responsibility behavior and interpersonal interaction， play a part of multiple moderating role between specific investment and customer value; compared with the other two variables, information sharing plays a more important moderating role between specific investment and customer service/product value, and interpersonal interaction plays a more important moderating role between specific investment and customer relationship value.
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Received: 28 September 2016
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2017, Vol. 14 
