顾客参与对顾客满意的影响研究——感知风险的中介作用和自我效能感的调节作用

发布时间：2019-01-06 19:26

【摘要】：本文在顾客参与、顾客满意、感知风险和自我效能感等理论研究的基础上,构建顾客参与对顾客满意的影响机制模型。首先从顾客角度研究顾客参与行为,其次验证感知风险在顾客参与和顾客满意之间的作用,最后验证了自我效能感的调节作用。研究结果显示:顾客参与对顾客满意有显著正向影响;感知风险对信息提供和顾客满意的关系起到完全中介作用,对合作生产和顾客满意的关系起到部分中介作用:自我效能感对顾客参与和感知风险的关系具有部分调节作用。因此,企业应该引导顾客进行信息提供和合作生产,使投入产出比达到最优;同时应该认识到顾客参与可以降低顾客感知风险,充分了解顾客自我效能感的重要性。
[Abstract]:Based on the theoretical research of customer participation, customer satisfaction, perceived risk and self-efficacy, this paper constructs a model of the influence mechanism of customer participation on customer satisfaction. First, the customer participation behavior is studied from the customer's point of view, secondly, the effect of perceived risk on customer participation and customer satisfaction is verified. Finally, the moderating effect of self-efficacy is verified. The results show that: customer participation has a significant positive impact on customer satisfaction; Perceived risk plays a full role in mediating the relationship between information supply and customer satisfaction, and partly mediates the relationship between cooperative production and customer satisfaction. Self-efficacy plays a partial role in regulating the relationship between customer participation and perceived risk. Therefore, enterprises should guide customers to provide information and cooperate in production so as to optimize the input-output ratio. At the same time, they should realize that customer participation can reduce customer perceived risk and fully understand the importance of customer self-efficacy.
【作者单位】：上海外国语大学国际工商管理学院;
【基金】：国家自然科学基金项目“文化价值观驱动下的中国消费者新信息技术采纳研究”(71301106) 教育部人文社会科学研究青年基金项目“文化价值观驱动下的中国消费者新信息技术产品购买研究”(13YJC630034) 上海外国语大学校级规划项目“在线商品选择过载效应研究”(20161140019);上海外国语大学青年英才海外研修计划(2016ycky03)
【分类号】：F274

【相似文献】