移动互联背景下顾客组织社会化策略对价值共创的影响研究

发布时间：2018-03-23 00:14

本文选题：移动互联　切入点：顾客组织社会化　出处：《浙江工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：顾客组织社会化以及价值共创一直是企业营销领域的关注的重点,然而却少有研究将两者结合起来,并探讨两者之间的关系机理。事实上,对于“顾客组织社会化策略对顾客价值共创影响过程”这一主题,国内外的研究都鲜有涉及。此外,当前对于顾客组织社会化或者是价值共创的相关研究都还局限于以企业为主导的传统的参与形式,未能将当前移动互联背景下以顾客为主导的顾客组织社会化的新形式——非正式顾客组织社会化,以及顾客在线价值共创这些新形式考虑在内。本研究在回顾现有的相关研究的基础上,以当前的移动互联网为背景,分析并探讨了顾客组织社会化对顾客心理契约以及价值共创的影响过程。根据前人的研究结果,本研究将顾客组织社会化划分为正式顾客组织社会化和非正式顾客组织社会化两个维度,将顾客心理契约分为交易心理契约和关系心理契约两个层面,同时在确定研究模型和假设的基础上,通过实际调研数据分析进行验证。根据本研究的的分析结果,我们可以知道这些变量间存在以下关系：(1)顾客组织社会化对价值共创有着显著的正向影响,且非正式顾客组织社会化相较于正式顾客组织社会化而言,对价值共创有着更为显著的影响。(2)顾客组织社会化对顾客心理契约有着十分显著的影响,具体来说,非正式顾客组织社会化对顾客心理契约则有着更强烈的影响。(3)顾客心理契约对价值共创有着较为显著的影响,其中,关系心理契约对价值共创的影响则更为强烈。(4)顾客心理契约对顾客组织社会化和价值共创的关系起到中介作用,且关系心理契约对顾客组织社会化与价值共创的关系起到完全中介的作用。即顾客组织社会化是通过转化为顾客心理契约,再影响价值共创的。(5)独特性需要对顾客组织社会化与价值共创的关系,以及顾客心理契约与价值共创的关系起到正向的调节作用。也就是说,在高独特性需要的情形下,顾客组织社会化对价值共创,顾客心理契约对价值共创的影响更为强烈。
[Abstract]:The socialization of customer organization and the creation of value have always been the focus of attention in the field of enterprise marketing. However, few studies have combined the two and explored the mechanism of their relationship. For the theme of "the influence of customer organization socialization strategy on customer value creation", there are few studies at home and abroad. The current research on the socialization of customer organization or the creation of value is limited to the traditional enterprise-led form of participation. Failing to socialize the informal customer organization, a new form of customer organization socialization, which is dominated by customers in the context of mobile interconnection. And customer online value create these new forms of consideration. This study based on the review of existing relevant research, based on the current mobile Internet as the background, This paper analyzes and discusses the influence process of customer organization socialization on customer psychological contract and value creation. This study divides customer organization socialization into two dimensions: formal customer organization socialization and informal customer organization socialization. The customer psychological contract is divided into two levels: transaction psychological contract and relational psychological contract. At the same time, on the basis of determining the research model and hypothesis, it is verified by the analysis of the actual investigation data. We can know that these variables have the following relationship: 1) customer organization socialization has a significant positive impact on value creation, and informal customer organization socialization is more important than formal customer organization socialization. The socialization of customer organization has a significant influence on customer psychological contract. Informal customer organization socialization has a stronger influence on customer psychological contract. The influence of relationship psychological contract on value creation is stronger. (4) customer psychological contract plays an intermediary role in the socialization of customer organization and the relationship between value creation. And the relationship psychological contract plays a complete intermediary role in the relationship between customer organization socialization and value creation, that is, customer organization socialization is transformed into customer psychological contract. The relationship between customer organization socialization and value creation and the relationship between customer psychological contract and value creation should be positively regulated by uniqueness. Customer organization socialization creates value together, and customer psychological contract has a stronger influence on value creation.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92

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