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.%基于访谈研究移动互联网环境下跨界营销的行为结构,并从共创体验的视角构建移动互联网环境下跨界营销对价值创造的作用模型.利用广东地区企业的调查数据,采用结构方程模型进行假设检验.实证结果表明,跨界营销显著正向影响共创体验,共创体验创造顾客价值,并在跨界营销与顾客价值的关系中起中介作用,共创体验中的娱乐体验对顾客价值的影响作用比较大;顾客价值显著正向影响社群价值和企业价值,社群的社会价值显著正向影响企业价值,社群的信息价值对企业价值的影响不显著.
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