虚拟顾客参与平台的运行机制:理论与实证研究  

Operating mechanism for the virtual customer engagement platform:A theoretical and empirical study

作　　者：王莉[1] Wang Li(School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院

出　　处：《科研管理》2019年第7期182-191,共10页Science Research Management

基　　金：国家自然科学基金面上项目:“企业开放式创新社区中领先用户参与行为:生成机制和影响结果”(项目编号:71572130,起止时间:2016.01-2019.12);上海市浦江人才计划(项目编号:15PJC094,起止时间:2015.09-2017.08);中央高校基本科研业务费专项资金资助(项目编号:22120180074)

摘　　要：通过虚拟顾客参与平台(Virtual Customer Environments,VCE)来吸引顾客参与创新、利用顾客大数据、创建顾客中心型组织成为企业的重要策略,但VCE的运行机制并未得到理论界的足够重视。本文以VCE功能为主线,将VCE分为信息展示、需求收集和深度互动三个子平台。基于刺激-机体-反应模型,分析每个子平台的运行机制具体而言,IT环境和市场环境的发展构成VCE的运行基础,企业和顾客之间的交互关系构成VCE的运行动因,企业吸引行为和顾客参与行为构成VCE的运行过程。进一步运用内容分析法,本文检验了中国500强企业网站中VCE子平台的运行,实证研究结果支持理论模型所提出的运行机制“但同时也发现,大多数中国500强企业尚未充分构建需求收集和深度互动这两个子平台,表现为在实际运行中未能有效吸引顾客参与。本研究不仅推动了VCE理论的发展,对顾客参与理论进行了拓展,并且有助于指导企业完善VCE平台的构建,从信息技术的角度塑造顾客导向型组织,提升创新绩效。With the advent of the customer-centered era,the improvement of corporate innovation performance is increasingly dependent on demand data obtained through customer engagement. However,in real life,the distribution of customers is scattered,and it is particularly difficult to attract customers. Nowadays,the booming development of Internet provides new ideas for solving this problem. A large number of enterprises have begun to use information technology to effectively attract customer to participate and make full use of customer demand data. In this context,Virtual Customer Engagement( VCE) are emerging from time to time. In essence,VCE is a virtual community of innovation in a broad definition. It is an Internet platform established by enterprises to facilitate customers’ participation in product innovation activities and to share product knowledge,experience and innovative ideas. Through Virtual Customer Engagement( VCE),corporations can attract customers to participate in innovation,make full use of customer big data,and create customer-centered organizations,but the operating mechanism of VCE has not received enough attention from the academy.This study divides the VCE platform into three sub-platforms based on VCE functions:( 1) The sub-platform of information display,is a platform for enterprises to display various information such as products and prices to customers,including product introduction and FAQ. It’s without the interaction between the business and the customer,so there is no feedback process.( 2) The sub-platform of demand collection,is a platform to facilitate customer to give feedback,including online survey,customization,message board,email functions,etc. The feedback process is one-way from customer to the corporation.( 3) The sub-platform of deep interaction,is the platform for customer-enterprise interaction or customer-customer interaction,including online community,online customer service,customer design and product virtual experience. It is deep two-way interaction. Based on the Stimu

关 键 词：虚拟顾客参与平台(VCE) 信息展示 需求收集 深度互动 运行机制 

分 类 号：F713.5[经济管理—市场营销]