Web2.0环境中顾客参与的实现型快乐感形成机制  

The Formation Mechanism of Eudaimonic Happiness during Customer Participation in Web 2.0 Environment

作　　者：姚唐[1] 郑秋莹[2] 李惠璠[3] 邱琪[4] 曹花蕊[5] 吴瑞林[6] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191 [2]北京中医药大学管理学院,北京100029 [3]南开大学国际商务研究所,天津300457 [4]对外经济贸易大学国际商学院,北京100029 [5]天津师范大学管理学院,天津300074 [6]北京航空航天大学心理与行为研究所,北京100191

出　　处：《心理科学进展》2013年第8期1347-1356,共10页Advances in Psychological Science

基　　金：国家自然科学基金(71202015);教育部高等学校博士学科点专项科研基金(20121102120022);北京航空航天大学基本科研业务和"蓝天新秀"项目

摘　　要：随着以用户间交互为特征的Web2.0理念的深入发展,顾客期望借助互联网参与到价值的生产与创造过程中,以期通过自我潜能发挥和自我价值展示寻求获得一种有别于享乐型快乐感的实现型快乐感。以往顾客参与研究大多关注其经济利益、如何管理、影响因素、获得的实际利益,而对于顾客参与过程中的心理机制和参与后的心理收获研究不多。本研究以互联网为背景,从顾客视角出发,科学采用实验、实证等多种方法,并尝试采用生理仪器(如多导仪、脑电核磁共振仪等)采集顾客行为和生理的客观数据,利用自我决定理论对顾客参与过程的心理反应和参与后的心理收获进行系统探讨,构建顾客参与过程的心理动态模型。With the in-depth development of user interaction concept of Web 2.0, customers hope to participate in the value production and creation process with the aid of Internet, so that they can achieve eudainomic happiness, rather than hedonic happiness, through self-actualization and self-expression. Most of previous studies focus on economic benefits brought by customer participation, while few ones pay attention to the psychology mechanism and psychological benefits during customer participation process. Our project taking Internet as the background, starting from customer perspective, using multi-methods such as experiment and survey, and applying physical instruments （such as EEG, fMRI） to collect objective data of customer behavior and physiology, systematically explores customer psychological reaction and psychological benefits and constructs a dynamic psychology model of customer participation based on self-determination theory. Meanwhile, culture factors, site factors and individual factors are taken into accounts as moderators to the model. Research results are expected to help online companies get a deep understanding of the psychology mechanism of customer participation during value cocreation process with the aid of Intemet, so that they can achieve core competitiveness through perfect cooperation with customers.

关 键 词：实现型快乐感 顾客参与 自我决定理论 互联网 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]