The Influence of Customer Engagement Behavior Promotion Strategies on Value Co-creation Intentions Based on Consumer’s Well-being: The Moderating Role of Information Processing Style

Based on the goal framing theory and well-being theory, this study introduces consumer’s well-being as a mediating variable and information processing style as a moderating variable. It explores the impact mechanisms and boundary conditions of customer engagement behavior promotion strategies (profit target promotion strategy, normative goal promotion strategy, and hedonic goal promotion strategy) on value co-creation intention. Through a three-stage time-lagged research design, this study obtained 246 valid survey responses for empirical analysis. The study shows that customer engagement behavior promotion strategies have a significant positive impact on customers’ value co-creation intentions. Consumer’s well-being partially mediates the effect of customer engagement behavior promotion strategies on customers’ value co-creation intentions. Under the affective processing style, customer engagement behavior promotion strategies have a more significant positive impact on consumer’s well-being. Under the affective processing style, the positive effect of customer engagement behavior promotion strategies on customers’ value co-creation intentions is enhanced through consumer’s well-being. The conclusions of this study contribute to bridging the gap between businesses and consumers, promoting the establishment of long-term cooperative relationships, and providing decision support for the development of more effective marketing strategies.