基于共创价值视角的顾客参与行为对其满意和行为意向的影响

摘要/Abstract

摘要：

在共创价值模式下，企业与顾客角色发生变化，顾客参与行为呈现出新的特点。本文针对顾客参与行为的新变化，构建顾客参与维度，探索共创价值视角下顾客参与行为对顾客满意和行为意向的影响机制。研究结果显示，共创价值视角下，顾客参与各维度对共创顾客价值有不同贡献，共创顾客价值在顾客参与和顾客满意、顾客行为意向之间发挥重要中介作用；标志着互动质量的感知员工支持在顾客参与和共创顾客价值之间具有部分正向调节效应。基于以上研究结论，提出了共创价值模式下企业营销管理的建议及未来研究方向。

关键词: 共创价值, 顾客参与, 共创顾客价值, 感知员工支持

Abstract:

Under the co-creation mode, the role between firms and customers has changed. The customer participation behavior presents new characteristics. This paper constructs new dimensions of the customer participation based on the co-creation and focuses on the mechanism of how consumer participation influences customer satisfaction and behavioral intentions. Conclusions of the research indicate that from the co-creation perspective, different dimensions of customer participation has different contribution to the co-created customer value; co-created customer value has a mediating effect both between the customer participation and customer satisfaction and between the customer participation and customer behavioral intentions; perceived staff support, the symbol variate of interaction quality, has a partial positive moderating effect between customer participation and co-creating customer value. Based on the research results, this paper provides suggestions on marketing management under the co-creation mode and proposes potential directions for future researches.

Key words: co-creation, consumer participation, co-created customer value, perceived staff support

武文珍, 陈启杰. 基于共创价值视角的顾客参与行为对其满意和行为意向的影响[J]. , 2017, 29(9): 167-180.

Wu Wenzhen, Chen Qijie. Impacts of Customer Participation Behavior on Customer Satisfaction and Behavioral Intentions Based on Co-creation Perspective[J]. , 2017, 29(9): 167-180.

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