How does customer psychological empowerment affect value co-creation? An empirical study of travel agencies in Mainland China

The antecedents of consumers' participation in value co-creation and how co-created value is transferred from consumers to enterprises remain to be explored. By taking the customers of travel agencies in China as the research targets, this study constructs a conceptual model to test the impact of customer psychological empowerment on customer value creation. The results showed that customer psychological empowerment not only directly stimulates customer value creation but also has an indirect impact on customer value creation through customer participation. The realization of customer-perceived value is the basis for the realization of customer asset value.