Research on the Customer Innovation on Referral Intention:The Mediating Role of Psychological Ownership

Abstract

Abstract:

Under the background of customers' participation and experience, customers' innovative activities are not only a key way to product (service) innovation, but also an important source of word-of-mouth. Based on the perspective of social psychology, this study focuses on the effects of perception factors on the generating process of innovative customers' referral intention. The result of research 1 provides preliminary support for our hypothesis, and the result of research 2 shows that psychological ownership plays a partial mediating role between customer innovation and referral intention. Perceived competency has a significant moderating influence on the psychological effect of innovative customers, but the role of perceived dissonance has not been empirically verified. The research results help understand the mechanism of psychological factors on referral behavior, and provide relevant advices for enterprises to improve innovation activities and promote the effect of word-of-mouth marketing.

Key words: customer innovation, referral intention, psychological ownership, perceived competence, perceived dissonance

Zhang Depeng, Lin Mengfei, Chen Xiaoyan, Zhang Fuli. Research on the Customer Innovation on Referral Intention:The Mediating Role of Psychological Ownership[J]. , 2015, 27(12): 131-140.

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