服务业中顾客参与对顾客价值创造影响的实证研究  

An Empirical Research:Effects of Customer Participation on Customer Value Creation in Service Industry

作　　者：贾薇[1,2] 张明立[3] 王宝[2] 

机构地区：[1]北京林业大学经济管理学院,北京100083 [2]哈尔滨工业大学经济管理学院,哈尔滨150001 [3]北京航空航天大学经济管理学院,北京100191

出　　处：《管理评论》2011年第5期61-69,88,共10页Management Review

基　　金：国家自然科学基金项目(70372045;70972002)

摘　　要：本文从顾客与企业交互层面构建了包含影响顾客参与前因要素和顾客参与结果的整合模型,考察顾客参与活动对顾客价值创造的影响。在此基础上,以个人培训行业为背景,通过对484名中国消费者的问卷调查,运用结构方程模型开展实证研究。结果表明,顾客参与行为显著影响了顾客对实用价值的创造,顾客在参与活动中对实用价值感知与享乐价值感知正相关,实用价值在顾客参与和享乐价值之间起到了完全中介作用。同时,信息交换、情感承诺、交互公平作为顾客参与前因要素效应得到了证实。最后讨论了该研究的管理意义与未来研究方向。This study proposes a combined framework that includes antecedents and outcomes of customer participation based on interactive perspective to examine the effects of customer participation on customer value creation. On this basis, an SEM analysis is conducted on the personal development industry by surveying 484 actual Chinese consumers. The empirical results show that customer participation is positively related to creation of utilitarian value, and consumer perception of utilitarian value is positively related to his （or her） perception of hedonic value in process of participation. Moreover, utilitarian value takes a fully mediating role between customer participation and hedonic value. In addition, information exchange, interactional justice and affective commitment are found to be antecedents of customer participation. Finally, implication of the findings and suggestions for future research are discussed.

关 键 词：顾客参与 实用价值 享乐价值 结构方程模型 

分 类 号：F224[经济管理—国民经济] F274