The Impact of Perceived Platform Interactivity on Customer Value Co-Creation ----Exploring the Mediating effects of Customer Inspiration and the Moderating effects of ethical perceptions

As the digital economy progresses, community group buying has emerged as a novel social retail model, reshaping traditional business structures. Customers play an increasingly pivotal role in the process of value creation, with their perceived value dictating market orientation and serving as the focal point for corporate value creation. However, effectively fostering customer co-creation of value remains an unresolved critical issue in this field. Diverging from previous studies, this research adopts an individual perception-based approach, employing social cognitive theory to construct an integrated theoretical model that explores how perceived platform interactivity influences customer co-creation behaviors. Data were collected through surveys conducted in Nanchang and Changsha, yielding 557 valid responses. Structural equation modeling was used for empirical analysis. The results indicate that perceived platform interactivity significantly positively affects customer participation behavior (β=0.503, p<0.001) and customer citizenship behavior (β=0.457, p<0.001). Customer inspiration plays a partial mediating role between perceived platform interactivity and value co-creation behaviors. Moreover, moral perception positively moderates the impact of perceived platform interactivity on value co-creation. This study not only enriches the theoretical exploration of customer value co-creation in the platform economy but also confirms that customer inspiration can supplement social cognitive theory's motivational constructs, expanding the theory’s applicability in digital marketing. The findings offer practical guidance for optimizing interaction design on community group buying platforms and stimulating creative customer engagement.