Author(s)

Guangkuo Hu, Ping Li, and Cui Tang

Corresponding Author

Ping Li

Abstract

Consumers are important participants in value co-creation activities, but there are few studies on the mechanism by which consumers with different personality traits influence value co-creation activities. From the perspective of consumer centered modern economy, this paper divides personality traits into introverted and extraverted personality dimensions, and explores the internal mechanism of the influence of consumer personality traits on value co-creation through interpersonal interaction and network centrality. Through the empirical analysis of 224 Internet questionnaires by structural equation model, the results show that extraverted personality has a significant positive impact on interpersonal interaction, but introverted personality lacks a significant positive impact on interpersonal interaction, interpersonal interaction has a significant positive impact on the formation of individual network centrality, and network centrality has a positive impact on value co creation.

Keywords

Personality traits; Interpersonal interaction; Network centrality; value co-creation