浅层互动能否激发顾客价值共创意愿——基于品牌体验和价值主张契合的混合效应模型  

Does Light Interaction Inspire the Customer's Willingness to Co-create: A Mixing Effect Model of Brand Experience and Value Proposition Engagement?

作　　者：牛振邦[1] 白长虹[2] 张辉[3] 陈晔[2] 

机构地区：[1]南开大学商学院,天津300071 [2]南开大学旅游与服务学院,天津300071 [3]中山大学旅游学院,广州510275

出　　处：《科学学与科学技术管理》2015年第11期112-123,共12页Science of Science and Management of S.& T.

基　　金：国家社会科学基金重点项目(08AJY009);教育部青年基金项目(12YJC630019);中央高校基本科研业务费专项(14WKPY66)

摘　　要：服务主导逻辑经济环境中,吸引顾客参与价值共创是企业创新制胜之道。然而,顾客并非天然具有价值共创意愿。从顾客视角出发,探讨了顾企互动激发顾客价值共创意愿的过程机理。选取科技型企业的顾客展开调研,结果表明,顾客与企业整体的"面"互动能提升顾客品牌体验,但是不能对顾客价值共创意愿产生直接影响;顾客与企业员工的"点"互动、顾客与顾客的"交集"互动都可以对顾客品牌体验和价值共创意愿产生直接影响。品牌体验在3类顾企互动对价值共创意愿的影响中均具有中介作用。价值主张契合正向调节了顾企互动对价值共创意愿的影响。企业需要努力实现顾客价值主张契合,依托品牌导向的顾企互动提升顾客品牌体验,进而吸引更多顾客产生主动参与价值共创的意愿。Under the influence of Service-Dominant Logic, it is an approach to gain innovative competitive advantage through attracting customers to participate in the value co-creation for enterprises. But, customers don＇t have the willingness to co-create naturally. From the customers＇ perspective, this study explored the mechanism of customer-firm interaction inspired customer＇s willingness to co-create. Then this study carried out a survey of technology products and service customers. The results showed that the Face Interaction between customer and firm have an impact to improve customer brand experience, but it can＇t affect customer＇s willingness to co-create directly. Point Interaction between customer and employee, and Intersection Interaction between customer and customer, can affect directly both customer brand experience and willingness to co-create significantly. Brand experience mediates the effect of customer-firm interaction to willingness to co-create. Value proposition engagement exerts a positive moderating effect on customer-firm interaction to willingness to co-create. Firms should make efforts to achieve customer value proposition engagement and provide brand-orientated customer-finn interaction to improve customer brand experience, and then facilitate more customers generate the willingness to actively participate in value co-creation.

关 键 词：顾企互动 品牌体验 价值主张契合 价值共创 价值共创意愿 

分 类 号：F272.2[经济管理—企业管理]