顾客参与创新对口碑推荐意愿的影响研究:心理所有权的中介作用  

Research on the Customer Innovation on Referral Intention:The Mediating Role of Psychological Ownership

作　　者：张德鹏[1] 林萌菲[1] 陈晓雁[1] 张馥丽[1] 

机构地区：[1]广东工业大学管理学院,广州510520

出　　处：《管理评论》2015年第12期131-140,共10页Management Review

基　　金：国家自然科学基金项目(71172097)

摘　　要：在注重顾客参与和体验的市场环境下,顾客创新活动不仅是企业产品/服务创新的重要手段,而且成为顾客口碑的重要来源。基于社会心理学视角,本研究对创新顾客的后续口碑推荐意愿展开研究,着重探讨顾客心理感知因素在创新顾客口碑推荐意愿产生过程中的影响作用。研究一的结果为假设提供了初步的支持;研究二的结果进一步验证心理所有权在顾客参与创新对口碑推荐意愿的影响过程中起着部分中介作用,胜任感对创新顾客的心理效应形成有显著的调节作用,但失调感的调节作用在实证研究中并没有通过验证。研究结论有助于深入理解心理因素对创新顾客口碑推荐意愿的作用机制,为企业改进创新活动、提升口碑营销效果提供相关建议。Under the background of customers＇ participation and experience,customers＇ innovative activities are not only a key way to product（service）innovation,but also an important source of word-of-mouth.Based on the perspective of social psychology,this study focuses on the effects of perception factors on the generating process of innovative customers＇ referral intention.The result of research 1provides preliminary support for our hypothesis,and the result of research 2 shows that psychological ownership plays a partial mediating role between customer innovation and referral intention.Perceived competency has a significant moderating influence on the psychological effect of innovative customers,but the role of perceived dissonance has not been empirically verified.The research results help understand the mechanism of psychological factors on referral behavior,and provide relevant advices for enterprises to improve innovation activities and promote the effect of word-of-mouth marketing.

关 键 词：顾客参与创新 口碑推荐意愿 心理所有权 胜任感 失调感 

分 类 号：F274[经济管理—企业管理]