消费者会响应企业的价值主张吗?——幸福动机对价值主张强度的影响  

Will Consumers Respond to a Company's Value Propositions?The Influence of Happiness Motivations on Value Proposition Intensity

作　　者：张爱萍 王晨光[2] Zhang Aiping;Wang Chenguang(College of Tourism and Service Management,Nankai University,Tianjin 300350,China;School of Management,Shandong University,Jinan 250100,China)

机构地区：[1]南开大学旅游与服务学院,天津300350 [2]山东大学管理学院,山东济南250100

出　　处：《外国经济与管理》2018年第11期89-100,共12页Foreign Economics & Management

摘　　要：在竞争性市场环境下,企业如何通过提供新颖、独特、契合顾客需要的价值主张来吸引和留住顾客,成为管理者和研究者面临的重要议题。面对众多的价值主张,顾客只会选择少数企业,并与之持续互动。相比于将顾客视为被动的服务消费者,本研究引入注意、内化和反思三个认知心理学概念,分析了顾客价值主张强度的内涵,并将两类幸福动机作为前因变量,探讨它们对价值主张强度的作用机制。本研究在酒店情境下对理论假设进行了实证检验。数据分析结果表明:注意、内化和反思是影响价值主张强度的具体路径;享乐动机和自我实现动机的满足均会正向影响顾客价值主张强度,且当两类动机水平均较高时,顾客价值主张强度的水平也最高。本文的研究结论有助于促进企业对价值主张沟通进行过程化管理,改变营销思维、优化交互界面设计,对于建立持久稳定的顾客—企业关系具有重要的实践意义。In a competitive market environment,how to attract and retain customers by offering novel,unique,and fit value propositions could be an important issue for managers and researchers. However,in face of numerous value propositions,customers can only select a few enterprises and continue to interact with them.In service-dominant logic,customers are regarded as operational resources,and their resources and capabilities are also paid more attention to.However,this important logical change has not been clearly reflected in existing relational indicators.In order to make up the inadequacies of previous studies,this paper introduces the concept of value proposition intensity,which refers to the degree of customer response to firms'value propositions.This study aims to form a more precise understanding of customers'role in interactive relationships by analyzing their psychological process mechanism,and highlight customers'subjective initiative characteristics. The research content mainly consists of two parts.One is to analyze the intrinsic dimension of value proposition intensity.Based on the understanding of customers'learning behaviors in value creation activities,the study suggests that attention,internalization and reflection are the specific paths that influence value proposition intensity,and the definition is given accordingly.The other is to take two kinds of happiness motivations-the hedonic motivation and the self-realization motivation as antecedent variables,and explores the influence of happiness motivations on value proposition intensity. Based on 436 valid questionnaires,the study uses the structural equation model method for empirical testing.All theoretical hypotheses are validated in the hotel context.The results show that attention, internalization and reflection are specific paths that affect value proposition intensity.Both the hedonic motivation and the self-actualization motivation will positively affect customers'value proposition intensity,and when the two kinds of motivations are both high,custo

关 键 词：价值主张 价值主张强度 幸福动机 享乐动机 自我实现动机 

分 类 号：F270[经济管理—企业管理]