什么驱动了顾客契合行为?——形成机理分析与实证研究

摘要/Abstract

摘要：

顾客对企业的贡献不仅仅局限于直接购买行为，还包括顾客契合行为。本文通过两个研究探讨了顾客契合行为的形成机理。为了厘清哪些因素驱动了顾客契合行为，研究一通过焦点小组和深度访谈方法收集原始资料，并运用扎根理论梳理出顾客契合行为形成机理的初始模型。研究二对初始模型进行了可操作性简化得到概念模型，在此基础上采用问卷调查法和结构方程方法对概念模型进行了验证。研究结果表明，顾客满意、顾客信任、社交需求、自我提升在顾客契合行为的形成中起到了驱动性的作用，顾客信任还在顾客满意及顾客契合行为间扮演了完全中介变量的角色，顾客年龄则在顾客信任、社交需求与顾客契合行为的关系中起到调节作用。

关键词: 顾客契合行为, 扎根理论方法, 焦点小组, 深度访谈

Abstract:

Nowadays, the contributions customers could make to enterprises are not limited to direct purchase behavior. Non-purchase behavior, namely customer engagement behavior, also plays an important role. Specifically, customer engagement behavior refers to the non-purchase behavior resulting from some motivational drivers toward a brand or an enterprise. This paper focuses on customer engagement behavior and aims to discuss its formation mechanism. Firstly, we use focus group and depth interview to gather original materials from 18 candidates in the car, financing product, clothe and education training industries. Then grounded theory approach is introduced to analyze the original materials, and a conceptual model of customer engagement behavior's formation mechanism is constructed based on the three steps of grounded theory approach, namely open coding, axial coding and selective coding. Next we propose relevant hypotheses on the basis of the six variables in the conceptual model. Finally, we collect data from private car industry through questionnaires, and structural equation model is employed to verify the model. Results show that customer trust, customer satisfaction, self enhancement and social need play an important driving role in the formation mechanism of customer engagement behavior, and customer trust completely mediates the relationship between customer satisfaction and customer engagement behavior. Besides, customer age performs as a moderator in the relationship between customer trust, social need and customer engagement behavior respectively. To be specific, compared with high-age customer group, the influence of customer trust on customer engagement behavior is much bigger for low-age customer group. However, the impact of social need is exactly the opposite of that of customer trust, namely, the influence of customer trust on customer engagement behavior is smaller for low-age customer group. Our findings contribute to the existing theories and managerial practice by identifying the driving factors and how they relate to each other in the formation mechanism of customer engagement behavior. Managerial implications, limitations and future research are also discussed at the end of the paper.

Key words: customer engagement behavior, grounded theory approach, focus group, depth interview

邵景波, 张君慧, 蔺晓东. 什么驱动了顾客契合行为?——形成机理分析与实证研究[J]. , 2017, 29(1): 155-165.

Shao Jingbo, Zhang Junhui, Lin Xiaodong. What Drives Customer Engagement Behavior?——Formation Mechanism and Empirical Analysis[J]. , 2017, 29(1): 155-165.

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