基于心理距离的消费者线上参与企业共创活动意愿研究

发布时间：2018-06-18 01:45

本文选题：时间距离 + 社会距离　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：21世纪以后,随着顾客的消费意识发生了转变,顾客渐渐成为企业开发产品或服务的积极参与者。企业的管理者们看到了消费者参与企业共同创造的能力,渐渐开始重视共同创造活动的必要性和有利性,开始重视消费者在共同创造中不可替代的作用。解释水平理论认为人们对客体的认知的心理表征具有不同的解释水平,而解释水平又取决于人们所感知到的与客体间的心理距离(时间距离、社会距离、空间距离和假设性),进而影响了人们的行为决策。本文结合时下心理学研究热点的解释水平理论做支撑,基于心理距离的视角去研究消费者参与共同创造的行为意愿。根据学者关于心理距离的研究,提出心理距离的不同维度(时间距离、社会距离、假设性)会对消费者参与共同创造的意愿产生正向影响。在实证研究的部分,本文将共创活动以举行的时间点为中间点分为还未举办的共创活动和进行中的共创活动。本文分别通过设计情境实验和选取8个不同的虚拟社区,来收集数据,其次,利用SPSS21统计软件进行相关变量的相关分析、单因素方差分析、多元回归分析和调节分析,来实证分析消费者感知到的心理距离对其线上参与共创活动意愿的影响。同时利用AMOS软件进行进一步的模型验证。得出以下结论:(1)对于还未进行的共创活动,消费者感知到的心理距离(时间距离、社会距离、假设性)越远,消费者线上参与共创活动的意愿更低。(2)时间距离越远,消费者的线上共创活动参与意愿更高。(3)社会距离越近,消费者的线上共创活动参与意愿更高。(4)假设性越大(假设性维度大),消费者的线上共创活动参与意愿更高。(5)时间距离、社会距离、假设性间任意两者或三者间的交互作用对消费者的线上参与共创活动意愿没有显著性影响。(6)消费者的线上共创活动参与意愿越高,他们的产品购买意愿越高。(7)活动类型对心理距离的不同维度对消费者的共创意愿有调节作用。
[Abstract]:After the 21st century, with the change of consumer consciousness, customers gradually become active participants in the development of products and services. The managers of enterprises have seen the ability of consumers to participate in the co-creation of enterprises, gradually began to attach importance to the necessity and advantage of co-creation activities, and began to attach importance to the irreplaceable role of consumers in co-creation. The level of interpretation theory holds that the psychological representation of people's cognition of the object has different levels of interpretation, and the level of interpretation depends on the psychological distance between people and the object (time distance, social distance). Spatial distance and hypothetical factors influence people's behavior decision. Based on the theory of explanation level which is the focus of psychological research, this paper studies the behavior willingness of consumers to participate in co-creation from the perspective of psychological distance. According to the research on psychological distance, it is suggested that different dimensions of psychological distance (time distance, social distance, hypothetical) have a positive effect on consumers' willingness to participate in co-creation. In the part of empirical research, this paper divides the co-creation activity into two parts: the unheld co-creation activity and the ongoing co-creation activity. This paper collects data by designing situational experiments and selecting 8 different virtual communities. Secondly, we use SPSS21 software to carry out correlation analysis of related variables, single factor variance analysis, multiple regression analysis and adjustment analysis. To empirically analyze the impact of psychological distance perceived by consumers on their willingness to participate in creating activities online. At the same time, Amos software is used for further model verification. Draw the following conclusion: 1) the longer the psychological distance consumers perceive (time distance, social distance, hypothetical) for the activities they have not yet engaged in, the longer the consumers are less willing to participate in the creation activities online, and the longer the distance between the psychological distance (time distance, the social distance, the hypothetical distance), the longer the consumers are willing to participate in the activities. The closer the social distance is, the greater the consumers' willingness to participate in online co-creation activities is, the greater the hypothetical dimension is, and the higher the consumers' willingness to participate in online activities is, the greater the time distance is. Social distance, hypothetical interaction between any two or three of them has no significant effect on consumers' willingness to participate in online activities. The higher the willingness to purchase the product, the higher the activity type can regulate the consumers' willingness to create together in different dimensions of psychological distance.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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