顾客服务己化与顾客行为意向:基于顾客自创价值视角  

Customer Service Appropriation and Customer Behavioural Intentions:Based on the Perspective of Customer Value Self-creation

作　　者：周天舒[1] 马钦海[1] 胡洋[1] 姜函 ZHOU Tianshu;MA Qinhai;HU Yang;JIANG Han(School of Business Administration,Northeastern University,Shenyang,Liaoning 110169,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169

出　　处：《工业工程与管理》2022年第1期141-147,共7页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71972033,71272162)

摘　　要：基于价值创造连续体理论框架,引入顾客自创价值(功能价值、情感价值和社会价值)作为中介变量,探讨了顾客服务己化对顾客行为意向的影响。结合196份顾客样本数据和Bootstrap方法对假设进行检验。结果表明:顾客服务己化对顾客自创价值的功能价值、情感价值和社会价值维度及顾客行为意向存在显著正向影响;功能价值和社会价值对顾客行为意向存在显著正向影响;功能价值和社会价值在顾客服务己化和顾客行为意向间起中介作用;情感价值对顾客行为意向的影响及其中介作用均不显著。Considering customer value self-creation(divided into functional value,emotional value and social value)as mediating variable,the influence of customer service appropriation on customer behavioral intentions was investigated based on the theory of value creation continuum.Using a sample of 196 customers,the hypotheses were tested through the Bootstrap method.The results show that:customer service appropriation has significant positive effects on the dimensions of customer value selfcreation,which are functional value,emotional value and social value;functional and social dimensions of customer value self-creation have significant positive effects on customer behavioral intentions;functional value and social value play mediating role in the relationship between customer service appropriation and customer behavioral intentions;however,the effect of emotional value on customer behavioral intentions and the mediating role of emotional value are not significant.

关 键 词：顾客服务己化 顾客自创价值 顾客行为意向 价值创造连续体 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]