顾客参与动机与参与行为的关系研究：参与态度的中介作用及企业激励策略的调节作用

发布时间：2018-06-16 07:07

本文选题：顾客参与 + 参与动机　；参考：《广西大学》2017年硕士论文

【摘要】：随着服务主导逻辑与顾客价值共同创造理论的提出,顾客参与成为专家学者们热门的议题,越来越多的企业营销管理人员意识到鼓励顾客参与是提高企业竞争力的一种方式。因此解决什么是顾客参与?如何测量顾客参与?顾客为什么有些顾客更愿意参与?企业如何鼓励顾客参与等一系列问题具有重要的研究意义。本文在文献回顾与总结的基础上,提出顾客参与动机、态度、行为及企业激励关系的概念框架与假设。为了给本文研究的顾客参与提供测量工具,本文在做了开放性问卷调查与焦点小组访谈的结果基础上,开发适用该量表一共11个测量题项,包含感知参与强度、信息交流、共同开发三个维度于B2C情景的顾客参与量表,经过探索性与验证性因子分析结果发现,本研究开发的顾客参与量表具有较好的信度与效度,是一个稳定可靠有效的顾客参与量表。本文探讨了顾客参动机、参与态度对参与行为的关系,数据结果显示顾客参与动机对参与行为有着正向的显著影响,顾客参与态度在参与动机对参与行为间的部分中介效应显著。本文还在模型中引入了企业激励的调节变量,认为企业激励能够调节顾客参与动机对行为间的影响。在企业激励调节效应的研究中,本文将参与动机细分为参与社会动机、技术动机及心理动机三个方面分别开展研究。实验研究的结果显示,企业激励在参与动机对参与行为间的影响中存在显著的调节效应。本文的研究丰富了顾客参与领域的理论知识,也为企业鼓励顾客参与过程中提供指导。
[Abstract]:With the development of the theory of co-creation of service leading logic and customer value, customer participation has become a hot topic for experts and scholars. More and more enterprise marketing managers realize that encouraging customer participation is a way to improve the competitiveness of enterprises. So what is the solution to customer participation? How to measure customer participation? Why do some customers prefer to participate? A series of problems such as how to encourage customer participation are of great significance. Based on the review and summary of the literature, this paper puts forward the conceptual framework and hypothesis of customer participation motivation, attitude, behavior and enterprise incentive relationship. In order to provide measurement tools for customer participation in this paper, based on the results of an open questionnaire survey and focus group interviews, a total of 11 measurement items were developed and applied to the scale, including perceived participation intensity and information exchange. Through exploratory and confirmatory factor analysis, it is found that the customer participation scale developed in this study has good reliability and validity. Is a stable, reliable and effective customer participation scale. This paper discusses the relationship between customer participation motivation, participation attitude and participation behavior. The results show that customer participation motivation has a positive and significant effect on participation behavior. Customer participation attitude has significant mediating effect on participation behavior. This paper also introduces the adjustment variable of enterprise incentive, and thinks that enterprise incentive can adjust the influence of customer participation motivation on behavior. In the study of incentive regulation effect, this paper divides the participation motivation into three aspects: social motivation, technical motivation and psychological motivation. The experimental results show that there is a significant regulatory effect in the influence of participation motivation on participation behavior. The research in this paper enriches the theoretical knowledge of customer participation and provides guidance for enterprises to encourage customer participation.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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