Ảnh hưởng sự tham gia của người tiêu dùng đến giá trị trọn đời và giá trị tác động trong bối cảnh khách sạn hạng sang: Vai trò của sự gắn bó với địa điểm và trải nghiệm đáng nhớ

Nhân Đoàn Xuân

doi:10.24311/jabes/2025.36.11.06

Authors

Nhân Đoàn Xuân Author

DOI:

https://doi.org/10.24311/jabes/2025.36.11.06

Keywords:

participation, lifetime value, influence value, place attachment, memorable experience

Abstract

The role of value co-creation, specifically consumer participation, in driving positive outcomes and the underlying mechanisms leading to these outcomes remain unclear. Therefore, this study establishes and empirically tests a model linking consumer participation to customer lifetime value and influence value through the mediating roles of place attachment and memorable experience. Hypotheses were tested using the partial least squares structural equation modeling (PLS-SEM) technique with SmartPLS software on a sample of 316 consumers. The results support both the direct and indirect hypotheses. Based on these findings, the study offers theoretical and managerial implications to enhance consumer participation.

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