虚拟顾客共同创造影响因素的实证研究  

An Empirical Research on Factors Influencing Virtual Customer Co-creation

作　　者：许军[1,2] 梅姝娥[1] 

机构地区：[1]东南大学经济管理学院 [2]南京特殊教育师范学院(筹)

出　　处：《管理学报》2014年第12期1841-1849,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71273048)

摘　　要：以计划行为理论作为主导分析工具,结合社会交换理论、独特性需求理论和刺激寻求理论,构建虚拟顾客共同创造行为影响因素的研究模型。采用问卷调查曾参加虚拟共同创造项目的顾客,获得347份有效样本,使用偏最小二乘法的结构方程进行数据分析。结果表明提高名声期望、获取专长期望、独特性产品需求和刺激性体验需求有助于形成积极的虚拟顾客共同创造态度。虚拟顾客共同创造态度、合作关系感知和虚拟顾客共同创造自我效能对虚拟顾客共同创造意向有显著影响。虚拟顾客共同创造意向、合作关系感知和虚拟共同创造自我效能促进顾客虚拟共同创造行为。Using the theory of planned behavior, social exchange theory, uniqueness theory and sensation seeking theory. The research model is empirically tested by PLS-based structure equation model using data from 347 consumers participated in one of eight virtual co-creation projects in China. Our empirical findings reveal that expectations of self-image enhancement, expectations of expertise enhancement, demands for unique consumer products and sensation seeking needs are salient factors in shaping virtual consumer co-creation attitude. Virtual consumer co-creation attitude, sense of partnership with the producer and virtual consumer co-creation self-efficacy affect virtual consumer co-crea- tion intention positively. Virtual consumer co-creation intention, sense of partnership with the producer and virtual consumer co-creation self-efficacy are positively related to virtual consumer co-creation behavior.

关 键 词：虚拟顾客共同创造 计划行为理论 社会交换理论 独特性需求理论 刺激寻求理论 

分 类 号：C93[经济管理—管理学]