服务业顾客教育对顾客参与的影响——基于SOR理论和社会互动理论的视角  

An Empirical Study of the Effect of Customer Education on Customer Participation in Services:Based on the Perspectives of SOR Theory and Social Interaction Theory

作　　者：徐冬莉[1] 武文珍[2] 江若尘[3] 

机构地区：[1]南京财经大学,江苏南京210046 [2]上海电机学院,上海201306 [3]上海财经大学,上海200433

出　　处：《财贸研究》2015年第6期97-103,共7页Finance and Trade Research

基　　金：教育部人文社科研究青年基金项目“共创价值视角下顾客参与方式对顾客价值共创的影响机制研究”(13YJC630184)和“基于消费者创新视角的顾客独创价值研究”(14YJC630073)的资助

摘　　要：以SOR理论和社会互动理论为基础,从心理学和社会学两个视角建立顾客教育对顾客参与的影响机制模型。通过对美容行业顾客进行问卷调查并运用SPSS 20.0和AMOS 20.0统计软件进行数据分析和模型验证,研究结果表明:顾客教育通过顾客心理授权和顾客信任两条路径对顾客参与均具有积极的影响,顾客教育对顾客参与行为具有不同的影响机制。Based on the SOR theory and social interaction theory,this paper discusses the effect of customer education on customer participation from different perspective of psychology and sociology,establishing the influencing mechanism model of customer education on customer participation. The data is obtained from the questionnaires to the beauty industry and analyzed w ith SPSS 20. 0 and model is checked w ith AM OS 20. 0 statistical softw are. The research result show s that customer education have both positive impacts on customer participation through customer psychological empow erment and customer trust tw o paths,w hich reveals the different effect mechanisms of customer education on customer participation.

关 键 词：顾客教育 顾客参与 顾客心理授权 顾客信任 

分 类 号：F270[经济管理—企业管理]