The Influence of Customer Participation on Customer Behavior Intention under the O2O Mode of Fast Fashion Brands

The purpose of this study is to analyze the impact of customer participation on customer behavior intention under the O2O mode of fast fashion brands. This study collected data from 232 customers with experience using fast fashion brands O2O mode. The results showed that customer participation (advance preparation, information sharing and interpersonal interaction) and the relationship between functional value had a positive effect. Customer participation (advance preparation, information sharing, cooperative behavior and interpersonal interaction) and the relationship between emotional value had a positive effect. Customer experiential value (functional value and emotional value) had a significant positive impact on customer behavior intentions (repurchase intention and word-of-mouth intention). Based on the research findings, this study suggests that fast fashion brand O2O e-commerce enterprises should recognize the necessity of close interaction and collaboration with customers. It is essential to produce products or services that truly meet customers' needs and advocate the customer-centric business philosophy.