基于共创价值的互动导向前因变量与结果变量的实证分析

发布时间：2018-03-06 11:34

本文选题：市场导向　切入点：互动导向　出处：《南方经济》2015年07期 　论文类型：期刊论文

【摘要】：随着信息技术发展和社交媒体的应用,企业与消费者互动实现共创价值日益成为重要的营销活动。学术界对互动导向和共创价值已有一些研究成果,但并没有揭示基于共创价值前提下的互动导向的影响因素与产生结果。本文以共创价值为理论基础,构建互动导向的理论框架,提出相应假设,利用275个样本数据检验了基于共创价值的互动导向与其前因变量与结果变量之间的关系。研究结果表明:领导关注、领导参与、员工激励和制度压力对互动导向具有正向影响,互动导向对基于顾客的关系绩效与盈利绩效具有正向影响。研究结论丰富了营销战略理论,对企业制定决策具有指导意义。
[Abstract]:With the development of information technology and the application of social media, the interaction between enterprises and consumers to create value is increasingly becoming an important marketing activity. However, it does not reveal the influencing factors and the results of interactive orientation based on the premise of creating value. This paper, based on the theory of creating value together, constructs the theoretical framework of interactive orientation and puts forward the corresponding assumptions. In this paper, 275 sample data are used to test the relationship between interactive orientation based on co-value and its antecedents and outcome variables. The results show that leadership concern, leadership participation, employee motivation and institutional pressure have positive effects on interactive orientation. Interactive orientation has a positive impact on the relationship performance and profit performance based on customers. The conclusion enriches the marketing strategy theory and has guiding significance for enterprises to make decisions.
【作者单位】：中山大学管理学院;湖北经济学院;
【基金】：国家自然科学基金项目“基于共创价值的互动导向、顾客行为与企业绩效关系的实证研究“(项目号:71172163)和国家自然科学基金青年项目“顾客融入与共创价值及其前因变量和结果变量的实证研究”(项目编号:71202089)
【分类号】：F274;F272

【相似文献】