Cross-industry Collaboration and Word-of-mouth Communication: The Effect of User Experience and Product Innovativeness——Taking Enterprise Collaboration under “Internet Plus” for Example

Abstract

Abstract:

This paper aims to investigate the mechanism of how cross-industry collaboration influences customers' intentions of word-of-mouth communication, focusing on the mediating effect of user experience and the moderating effect of product innovativeness. Empirical research shows that there is an inverted U shape relationship between cross-industry collaboration and customers' intentions of word-of-mouth communication; user experience plays a totally mediating role in the relationships between cross-industry collaboration and customers' intentions of word-of-mouth communication; and product innovativeness positively moderates the relationships between cross-industry collaboration and customers' intentions of word-of-mouth communication, that is, the higher the product innovativeness is, the stronger the positive relationship between cross-industry collaboration and customers' intentions of word-of-mouth communication and the later the occurrence time of diminishing effect would be.

Key words: word-of-mouth communication, cross-industry collaboration, user experience, product innovativeness, internet plus

Zhang Qianfan, Wang Chengjue, Zhang Yajun. Cross-industry Collaboration and Word-of-mouth Communication: The Effect of User Experience and Product Innovativeness——Taking Enterprise Collaboration under “Internet Plus” for Example[J]. , 2018, 30(9): 132-142.

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