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

›› 2017, Vol. 29 ›› Issue (7): 103-112.

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

李耀¹, 周密², 王新新³

1. 河南大学商学院营销学研究所, 开封 475001;
2. 河南大学历史文化学院, 开封 475001;
3. 上海财经大学国际工商管理学院, 上海 200433

收稿日期:2015-04-28 出版日期:2017-07-28 发布日期:2017-07-15
通讯作者: 周密,河南大学历史文化学院讲师
作者简介:李耀,河南大学商学院副教授,博士;王新新,上海财经大学国际工商管理学院教授,博士生导师,博士
基金资助:
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）。

The Effect of Customer Knowledge on Customer's Independent Value Creation Behavior: A Multiply Mediation Model

Li Yao¹, Zhou Mi², Wang Xinxin³

1. Marketing Research Institute of Business School, Henan University, Kaifeng 475001;
2. School of History and Culture, Henan University, Kaifeng 475001;
3. International School of Business Administration, Shanghai University of Finance and Economics, Shanghai 200433

Received:2015-04-28 Online:2017-07-28 Published:2017-07-15

摘要/Abstract

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。

关键词: 顾客独创价值, 顾客知识, 链式中介

Abstract:

Practice observations show that customer's behavior of creating value independently is emerging in an increasing way over re-cent years.Although scholars both at home and abroad have made some studies in this regard, they do not make it clear what causes the behavior and how the behavior functions.This hinders firms from understanding and forecasting the trend of customer's independent val-ue creation.Based on literature review, this paper firstly suggests that customer knowledge is the main driving factor of customer's inde-pendent value creation behavior, and then makes an empirical study with a scenario experiment to test the effect of customer knowledge on customer's independent value creation behavior.The empirical results show that customer knowledge has a positive effect on custom-er's independent value creation behavior, and creative self-efficacy and intrinsic motivation multiply mediate the effect of customer knowledge on customer's independent value creation behavior.This conclusion not only reveals the driving mechanism of customer knowledge on customer independent value creation behavior but also has great managerial implications for firms to manage and propel the development of creative consumption-driven market.

Key words: customer's independent value creation, customer knowledge, multiply mediation

李耀, 周密, 王新新. 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[J]. , 2017, 29(7): 103-112.

Li Yao, Zhou Mi, Wang Xinxin. The Effect of Customer Knowledge on Customer's Independent Value Creation Behavior: A Multiply Mediation Model[J]. , 2017, 29(7): 103-112.

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