互动情境下服务型企业提升品牌资产的路径研究——顾客参与价值共创的中介作用和自我效能感的调节作用  

The Research on the Path for Service-oriented Enterprises to Improve Brand Equity under Interactive Situation:The Mediating Effects of Customer Participation in Value Co-creation and the Moderating Effects of Self-efficacy

作　　者：杨一翁[1] 涂剑波[1] 李季鹏[2] 刘培 陶晓波[1] YANG Yi-weng;TU Jian-bo;LI Ji-peng;LIU Pei;TAO Xiao-bo

机构地区：[1]北方工业大学经济管理学院 [2]新疆财经大学工商管理学院 [3]中央财经大学商学院

出　　处：《中央财经大学学报》2020年第9期107-119,共13页Journal of Central University of Finance & Economics

基　　金：国家自然科学基金青年项目“爱恨交织,你愿意去旅游吗?——消费者敌意、善意和矛盾情感对消费者出国旅游决策的影响机制研究”(项目编号:71802005);北京市社会科学基金青年项目“数字时代下北京城市品牌形象定位及传播研究”(项目编号:17GLC068);国家自然科学基金青年项目“在线品牌社区顾客价值共创行为的前因及结果效应:社会资本视角”(项目编号:71702002);北方工业大学毓优人才培养计划“面向冬奥会的北京城市品牌建设研究”(项目编号:20XN189/015);北方工业大学青年拔尖人才培育计划“基于互联网的品牌创新研究”(项目编号:19XN135/014);北京城市治理研究中心资助项目“新冠肺炎疫情与北京城市品牌管理研究”(项目编号:20XN245);2019年“北京市高创计划青年拔尖”项目(项目编号:401053712008);北方工业大学优势学科项目(项目编号:XN058)。

摘　　要：与顾客共创价值,使顾客形成个性化共创体验是服务型企业提升品牌资产的关键。笔者基于社会认知理论与价值共创的理论研究,构建了互动环境对共创体验与品牌资产的影响机制模型,探索顾客参与价值共创的中介作用和自我效能感的调节作用;针对去过融合餐饮与演艺的主题酒店并参与过价值共创的顾客的问卷调查数据,运用偏最小二乘结构方程模型进行了实证研究。研究结果显示:顾客参与价值共创在互动环境对共创体验的影响中起中介作用;共创体验在顾客参与价值共创对酒店品牌资产的影响中起中介作用;自我效能感在互动环境对顾客参与价值共创的影响中起调节作用。研究表明:在互动频繁的服务消费情境下,存在“互动环境→顾客参与价值共创→共创体验→品牌资产”的链式中介影响路径;自我效能感能够增强互动环境对顾客参与价值共创的积极影响。本研究以及结论彰显出服务型企业与顾客共创个性化体验在提升品牌资产过程中的中心地位,从而丰富了价值共创研究领域的现有文献;笔者就环境、主体和行为三组因素之间影响关系提出的学术见解对社会认知理论的研究空间有所拓展;研究成果可供服务型企业在互动情境下提升品牌资产参考借鉴。Co-creating value with customers and making customers form personalized co-creation experience is the key for service-oriented enterprises to improve brand equity.Basing on social cognitive theory and theoretical researches on value co-creation,we built a conceptual model of relationships among interactive environment,co-creation experience,and brand equity,exploring the mediating effects of customer participation in value co-creation and the moderating effects of self-efficacy.We collected questionnaires from customers who had been to theme hotels integrating catering and theatrical performance as well as had participated in value co-creation.The gathered data was analyzed with partial least squares structural equation modeling(PLS-SEM).We found that customer participation in value co-creation mediated the relationship between interactive environment and co-creation experience;co-creation experience mediated the relationship between customer participation in value co-creation and hotel brand equity;self-efficacy moderated the relationship between interactive environment and customer participation in value co-creation.Our results indicate that in the service consumption scenarios of frequent interaction,there exists a chain mediation effect:interactive environment→customer participation in value co-creation→co-creation experience→brand equity;self-efficacy can enhance the positive influence of interactive environment on customer participation in value co-creation.Our conclusions highlight the central status of co-creating personalized experience with customers in the process of service-oriented enterprises promoting brand equity,thus enrich the existing literatures on value co-creation.We propose academic opinions on the relationship among environment,behavior,and person,which extends the research field of social cognitive theory.Our findings provide important managerial implications for service-oriented enterprises to improve brand equity under interactive situations.

关 键 词：价值共创 互动环境 共创体验 品牌资产 自我效能 

分 类 号：F276.7[经济管理—企业管理]