家装行业顾客能力对顾客参与价值共创的影响研究  

A Study on the Impact of Customer Competence on Customer's Participation in Value Co-creation Exemplified by House Decoration Industry

作　　者：彭艳君[1] 管婷婷[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《北京工业大学学报（社会科学版）》2016年第1期27-37,共11页Journal of Beijing University of Technology (Social Sciences Edition)

基　　金：国家自然科学基金青年项目资助(71202024);北京市社会科学基金重点项目资助(14JDJGA050);北京市教委社科计划重点项目资助(SZ20161001105);北京市属高校青年拔尖人才培育计划项目资助(CIT&TCD201304034)

摘　　要：在现代化信息技术的发展背景下,顾客参与的模式发生了转变。顾客作为操纵性资源通过与企业合作参与到价值共创中,在价值创造中投入资源并创造价值。顾客能力作为顾客资源的核心,探究其对顾客参与价值共创的影响具有重要的理论和实践意义。以家装行业为例,构建顾客能力对顾客参与价值共创影响的概念模型,实证研究结果表明:顾客能力通过顾客参与对价值共创结果产生影响,独特性需求在顾客能力对顾客参与的影响中起调节作用。最后对家装企业提供营销和管理建议。The pattern of customer's participation in production has changed with the development of information technology.As dominant resources,customers provide resources and create value in value cocreation process through cooperation with enterprises.As the core of customer resources,it is of great significance theoretically and practically to study the impact of customer competence on customer's participation in value co-creation.This paper constructed the conceptual model of the impact of customer competence on customer's participation in value co-creation,exampled by house decoration industry.The results show that customer competence has positive impact on value co-creation through customer participation;and the unique requirements have the significant regulated role between the customer competence and the customer participation.Finally,based on the results,this research provides the marketing strategy and the management implications.

关 键 词：家装行业 顾客能力 顾客参与 独特性需求 价值共创 

分 类 号：F270[经济管理—企业管理]