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| The Evolution Process of Consumers and Their Social Network Input Based on Digitalized Interactive Platforms |
| LI Chunqing，XIONG Ziqi，ZHANG Jieli |
| Northwest University, Xi’an, China |
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Abstract Using grounded theory, this study explores how interactions between digitalized interactive platforms, consumers, and their social networks interact in different service cycles to create value. The results show that digitalized interactive platforms-based consumers and their social network inputs are as follows: First of all, in the initial service cycle, consumers are mainly influenced by their proximal social peers, involved in DIP, and form identity project results (alignment or misalignment). What’s more, in the subsequent service cycle, consumers gradually build stable social networks, interact continuously with social peers (proximal and distal), and form repetitive identity project results through recursive self-reflexivity. Socialization is the key to reconcile identity misalignment and delay consumers’ entry into the termination service cycle. Finally, to terminate the service cycle, consumers exit the consumption journey based on self-control and product conversion.
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Received: 09 June 2022
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