浅层互动能否激发顾客价值共创意愿——基于品牌体验和价值主张契合的混合效应模型

发布时间：2018-04-25 22:13

本文选题：顾企互动 + 品牌体验　；参考：《科学学与科学技术管理》2015年11期

【摘要】：服务主导逻辑经济环境中,吸引顾客参与价值共创是企业创新制胜之道。然而,顾客并非天然具有价值共创意愿。从顾客视角出发,探讨了顾企互动激发顾客价值共创意愿的过程机理。选取科技型企业的顾客展开调研,结果表明,顾客与企业整体的"面"互动能提升顾客品牌体验,但是不能对顾客价值共创意愿产生直接影响;顾客与企业员工的"点"互动、顾客与顾客的"交集"互动都可以对顾客品牌体验和价值共创意愿产生直接影响。品牌体验在3类顾企互动对价值共创意愿的影响中均具有中介作用。价值主张契合正向调节了顾企互动对价值共创意愿的影响。企业需要努力实现顾客价值主张契合,依托品牌导向的顾企互动提升顾客品牌体验,进而吸引更多顾客产生主动参与价值共创的意愿。
[Abstract]:In the service-oriented logical economy environment, attracting customers to participate in value creation is the way to win the enterprise innovation. However, customers are not naturally willing to create value. From the perspective of customers, this paper discusses the process mechanism of customer value creation by customer interaction. The results show that the "face" interaction between customers and enterprises can improve customer brand experience, but it can not directly affect customer value creation willingness, customer and enterprise employees "point" interaction. The interaction between customer and customer can directly influence customer brand experience and willingness to create value. Brand experience plays an intermediary role in the influence of three types of enterprise interaction on the willingness to create value. The value proposition positively adjusts the influence of the interaction between the enterprise and the enterprise on the willingness to create value. Enterprises need to strive to achieve customer value proposition fit, rely on brand oriented customer interaction to enhance customer brand experience, and then attract more customers to produce the willingness to actively participate in value creation.
【作者单位】：南开大学商学院;南开大学旅游与服务学院;中山大学旅游学院;
【基金】：国家社会科学基金重点项目(08AJY009) 教育部青年基金项目(12YJC630019) 中央高校基本科研业务费专项(14WKPY66)
【分类号】：F274

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