异业合作与口碑传播:客户体验及产品创新度的影响——以“互联网+”背景下的企业合作为例

摘要/Abstract

摘要：

本研究旨在探讨异业合作对客户口碑传播意向的作用机制，重点分析客户体验的中介作用和产品创新度的调节影响。实证研究的结果表明：异业合作与客户口碑传播意向呈现倒U形关系；客户体验在异业合作与客户口碑传播意向之间起着完全中介作用；产品创新度显著地调节异业合作与客户口碑传播意向之间的关系，产品创新度越高，异业合作对口碑传播意向的正面效应越强且出现效应递减的时间越迟。

关键词: 口碑传播, 异业合作, 客户体验, 产品创新度, 互联网+

Abstract:

This paper aims to investigate the mechanism of how cross-industry collaboration influences customers' intentions of word-of-mouth communication, focusing on the mediating effect of user experience and the moderating effect of product innovativeness. Empirical research shows that there is an inverted U shape relationship between cross-industry collaboration and customers' intentions of word-of-mouth communication; user experience plays a totally mediating role in the relationships between cross-industry collaboration and customers' intentions of word-of-mouth communication; and product innovativeness positively moderates the relationships between cross-industry collaboration and customers' intentions of word-of-mouth communication, that is, the higher the product innovativeness is, the stronger the positive relationship between cross-industry collaboration and customers' intentions of word-of-mouth communication and the later the occurrence time of diminishing effect would be.

Key words: word-of-mouth communication, cross-industry collaboration, user experience, product innovativeness, internet plus

张千帆, 王程珏, 张亚军. 异业合作与口碑传播:客户体验及产品创新度的影响——以“互联网+”背景下的企业合作为例[J]. , 2018, 30(9): 132-142.

Zhang Qianfan, Wang Chengjue, Zhang Yajun. Cross-industry Collaboration and Word-of-mouth Communication: The Effect of User Experience and Product Innovativeness——Taking Enterprise Collaboration under “Internet Plus” for Example[J]. , 2018, 30(9): 132-142.

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