广义虚拟经济视角下的顾客体验质量对共创价值的影响研究  

Research on Relations between Customer Experience Quality and Co-creation Value Based on the View of Generalized Virtual Economy

作　　者：张明立[1] 涂剑波[1] 王崇彩[1] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191

出　　处：《广义虚拟经济研究》2013年第3期45-54,共10页Research on the Generalized Virtual Economy

基　　金：广义虚拟经济研究专项资助项目[项目编号:GX2011-1003(Y)];国家自然科学基金项目(70972002)

摘　　要：本研究将广义虚拟经济的二元价值容介态理论引入到共创价值的研究框架中,深入研究了共创价值的维度。将共创价值分为实用价值、享乐价值和顾客资产等三个维度,享乐价值和顾客资产属于广义虚拟经济下的虚拟价值。本研究深入分析了顾客体验质量、共创价值以及品牌忠诚之间的影响关系。研究结果表明:(1)顾客体验质量对实用价值、享乐价值、顾客资产都有正向的影响作用;(2)享乐价值和顾客资产对于品牌忠诚具有正向的影响作用。This study introduces dualistic value Rong-jie state theory based on generalized virtual economy into the framework of co-creation value, and makes in-depth analysis of the dimensions of co-creation value. And divide the co-creation value into three dimensions as utilitarian value, hedonic value and customer eq- uity, hedonic value and customer equity belong to generalized virtual value of based on generalized virtualeconomy. This study makes in-depth analysis the relations between customer experience quality ,co-creation value and brand loyalty. The result show that： （1）customer experience quality has positive effect on utilitar- ian value, hedonic value and customer equity;（2）hedonic value and customer equity have positive effect on brand loyalty.

关 键 词：广义虚拟经济 二元价值容介态 顾客体验质量 共创价值 品牌忠诚 

分 类 号：F273.2[经济管理—企业管理] F224[经济管理—国民经济]