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

Abstract

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

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.

References

[1] Grönroos C., Voima P. Critical Service Logic:Making Sense of Value Creation and Co-creation[J]. Journal of the Academy of Marketing Science, 2013,41(2):133-150
[2] 郑凯,王新新. 互联网条件下顾客独立创造价值理论研究综述[J]. 外国经济与管理, 2015,37(05):14-24
[3] 李耀,周密,王新新. 顾客独创价值:回顾、探析与展望[J]. 外国经济与管理, 2016,38(3):73-85
[4] Heinonen K., Strandvik T., Voima P. Customer Dominant Value Formation in Service[J]. European Business Review, 2013,25(2):104-123
[5] Heinonen K., Strandvik T., Mickelsson K., et al. A Customer-dominant Logic of Service[J]. Journal of Service Management, 2010,21(4):531-548
[6] Atakan S. S., Bagozzi R. P., Yoon C. Make it Your Own:How Process Valence and Self-construal Affect Evaluation of Self-made Products[J]. Psychology & Marketing, 2014,31(6):451-468
[7] Atakan S. S., Bagozzi R. P., Yoon C. Consumer Participation in the Design and Realization Stages of Production:How Self-pro-duction Shapes Consumer Evaluations and Relationships to Products[J]. International Journal of Research in Marketing, 2014,31(4):395-408
[8] Troye S. V., Supphellen M. Consumer Participation in Coproduction:I Made It Myself Effects on Consumers' Sensory Perceptions and Evaluations of Outcome and Input Product[J]. Journal of Marketing, 2012,76(2):33-46
[9] Grönroos C. Adopting a Service Logic for Marketing[J]. Marketing Theory, 2006,6(3):317-333
[10] Payne A. F., Storbacka K., Frow P. Managing the Co-creation of Value[J]. Journal of the Academy of Marketing Science, 2008, 36(1):83-96
[11] 李耀,王新新. 价值的共同创造与单独创造及顾客主导逻辑下的价值创造研究评介[J]. 外国经济与管理, 2011,33(9):43-50
[12] 李耀. 顾客单独创造价值的结果及途径——一项探索性研究[J]. 管理评论, 2015,27(2):120-127
[13] 李耀. 顾客主导逻辑下顾客单独创造价值——基于认知互动视角的实证研究[J]. 中国工业经济, 2014,(1):101-113
[14] Cui A. S., Wu F. Utilizing Customer Knowledge in Innovation:Antecedents and Impact of Customer Involvement on New Product Performance[J]. Journal of the Academy of Marketing Science, 2016,44(4):516-538
[15] Martin D. M., Schouten J. W. Consumption-driven Market Emergence[J]. Journal of Consumer Research, 2014,40(5):855-870
[16] Cova B., Dalli D. Working Consumers:The Next Step in Marketing Theory?[J]. Marketing Theory, 2009,9(3):315-339
[17] Ji K. P., Roedder J. D. I Think I Can, I Think I Can:Brand Use, Self-efficacy, and Performance[J]. Journal of Marketing Re-search, 2014,51(2):233-247
[18] Tierney P., Farmer S. M. Creative Self-efficacy Development and Creative Performance over Time[J]. Journal of Applied Psy-chology, 2011,96(2):277-293
[19] Vargo S. L., Lusch R. F. Service-dominant Logic:Continuing the Evolution[J]. Journal of the Academy of Marketing Science, 2008,36(1):1-10
[20] Vargo S. L., Lusch R F. Evolving to a New Dominant Logic for Marketing[J]. Journal of Marketing, 2004,68(1):1-17
[21] 朱翊敏,于洪彦. 顾客融入行为与共创价值研究述评[J]. 管理评论, 2014,26(5):111-119
[22] Ward T. B. The Role of Domain Knowledge in Creative Generation[J]. Learning and Individual Differences, 2008,18(4):363-366
[23] Hunter S. T., Bedell-Avers K. E., Hunsicker C. M., et al. Applying Multiple Knowledge Structures in Creative Thought:Effects on Idea Generation and Problem-solving[J]. Creativity Research Journal, 2009,20(2):137-154
[24] Bharti K., Agrawal R., Sharma V. Value Co-creation:Literature Review and Proposed Conceptual Framework[J]. International Journal of Market Research, 2015,57(4):571-603
[25] 马永斌,王其冬,万文海. 消费者创新研究综述与展望[J]. 外国经济与管理, 2013,35(8):71-80
[26] Reiter-Palmon R., Illies J. J. Leadership and Creativity:Understanding Leadership from a Creative Problem-solving Perspective[J]. The Leadership Quarterly, 2004,15(1):55-77
[27] Zhang X., Bartol K. M. The Influence of Creative Process Engagement on Employee Creative Performance and Overall Job Per-formance:A Curvilinear Assessment[J]. Journal of Applied Psychology, 2010,95(5):862-873
[28] 尚晓燕,王永贵. 组织市场上顾客知识体系的构成与测量——基于中国企业的实证研究[J]. 管理评论, 2015,27(2):67-76
[29] 李伟,梅继霞. 内在动机与员工绩效:基于工作投入的中介效应[J]. 管理评论, 2013,25(8):160-167
[30] Philippe A., Ngobo P. Assessment of Consumer Knowledge and Its Consequences:A Multi-component Approach[J]. Advances in Consumer Research, 1999,26(1):569-575
[31] Chuang S., Tsai C., Cheng Y., et al. The Effect of Terminologies on Attitudes Toward Advertisements and Brands:Consumer Product Knowledge as a Moderator[J]. Journal of Business and Psychology, 2010,24(4):485-491
[32] Jing X. A., Wyer Jr R. Puffery in Advertisements:The Effects of Media Context, Communication Norms, and Consumer Knowl-edge[J]. Journal of Consumer Research, 2010,37(2):329-343
[33] Sujan M. Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgments[J]. Journal of Consumer Re-search, 1985,12(1):31-46
[34] Lan L., Toubia O. Improving Online Idea Generation Platforms and Customizing the Task Structure on the Basis of Consumers' Domain-specific Knowledge[J]. Journal of Marketing, 2015,79(5):100-114
[35] 汪涛,何昊,诸凡. 新产品开发中的消费者创意——产品创新任务和消费者知识对消费者产品创意的影响[J]. 管理世界, 2010,(2):80-92
[36] Waterman A. S., Schwartz S. J., Goldbacher E., et al. Predicting the Subjective Experience of Intrinsic Motivation:The Roles of Self-determination, The Balance of Challenges and Skills, and Self-realization Values[J]. Personality & Social Psychology Bulle-tin, 2003,29(11):1447-1458
[37] Grant A. M. Does Intrinsic Motivation Fuel the Prosocial Fire? Motivational Synergy in Predicting Persistence, Performance, and Productivity[J]. Journal of Applied Psychology, 2008,93(1):48-58
[38] Cetinkalp Z. K., Turksoy A. Goal Orientation and Self-efficacy as Predictors of Male Adolescent Soccer Players' Motivation to Participate[J]. Social Behavior and Personality, 2011,39(7):925-934
[39] Tabernero C., Hernandez B. Self-efficacy and Intrinsic Motivation Guiding Environmental Behavior[J]. Environment & Behavior, 2011,43(5):658-675
[40] Coviello N. E., Joseph R. M. Creating Major Innovations with Customers:Insights from Small and Young Technology Firms[J]. Journal of Marketing, 2012,76(6):87-104