顾客知识对顾客独创价值行为的驱动机理:一个链式中介模型

发布时间：2018-06-27 07:15

本文选题：顾客独创价值 + 顾客知识　；参考：《管理评论》2017年07期

【摘要】：实践观察发现,顾客独创价值现象正在出现并逐渐增多。虽然国内外学者已开展相关研究,但其驱动因素及作用机理仍不清楚。本文通过文献梳理阐明了顾客知识对顾客独创价值行为的驱动作用及机理,并通过行为实验收集数据进行实证检验。结果发现:顾客知识对顾客独创价值行为具有明显驱动作用,创意效能和内在动机在顾客知识对顾客独创价值行为驱动过程中具有链式中介作用。这既丰富拓展了顾客独创价值现有研究成果,又为企业管理顾客独创价值现象提供指导借鉴,同时也对企业推动以创新性消费为中心的市场的形成发展具有实践意义。
[Abstract]:Practical observation found that the phenomenon of customer original value is emerging and increasing gradually. Although domestic and foreign scholars have carried out relevant research, its driving factors and mechanism are still unclear. This paper clarifies the driving effect and mechanism of customer knowledge on customer's creative value behavior through literature review, and collects data from behavior experiment to carry out empirical test. The results show that customer knowledge has an obvious driving effect on customer's original value creation behavior, and creative efficacy and intrinsic motivation play a role as chain intermediary in the process of customer knowledge's driving to customer's original value behavior. This not only enriches and expands the existing research results of customer creative value, but also provides guidance and reference for enterprises to manage the phenomenon of customer original value, and also has practical significance for enterprises to promote the formation and development of innovative consumption-centered market.
【作者单位】：河南大学商学院营销学研究所;河南大学历史文化学院;上海财经大学国际工商管理学院;
【基金】：教育部人文社科基金青年项目(14YJC630073) 国家自然科学基金项目(71402047;71172145;71602161) 河南大学科研基金项目(2013YBRW003;ZZJJ20140002)
【分类号】：F274

【参考文献】