利己共创还是利他共创?顾客共创对消费者响应的影响  

Self-interested Co-creation or Altruism Co-creation?Study on Influence of Customer Co-creation on Consumer Response

作　　者：林萌菲[1] Lin Mengfei

机构地区：[1]珠海城市职业技术学院经济管理学院,广东珠海510090

出　　处：《企业经济》2021年第7期94-101,共8页Enterprise Economy

基　　金：教育部人文社会科学研究青年基金项目“顾客共创的双刃剑影响效应:基于自我提升感知的中介”(项目编号:19YJC630097);广东省普通高校重点科研平台和科研项目“顾客共创的双刃剑影响效应:基于自我提升感知的中介”(项目编号:2018GWTSCX085)。

摘　　要：顾客共创已然成为企业营销战略的利器,然而并非所有的共创都可以产生同样的效应。本文区分了面向顾客利益和面向大众市场的两种顾客共创类型,验证不同类型顾客共创对消费者响应的影响机制。实验结果表明:面向顾客利益(利己共创)较面向大众市场(利他共创)更能提高消费者的购买意愿和推荐意愿,更易唤起顾客自我提升动机。自我提升动机在顾客共创对消费者响应的影响间起中介效应,企业激励程度对顾客共创通过自我提升动机影响消费者响应起中介调节作用。研究拓展了价值共创理论,提出在设计企业共创活动时强调"利己共创"、注意符合顾客的自我一致性、灵活运用企业激励等管理建议,为企业开展顾客共创战略、提升消费者积极响应提供决策依据。Customer co-creation has become a sharp tool of enterprise marketing strategy,but not all co-creation can produce the same effect.This paper distinguishes two types of customer co-creation oriented to customer interest and mass market to verify the influence mechanism of different types of customer co-creation on consumer response.The results show that,compared with the customer co-creation oriented to mass market(altruism),the customer co-creation oriented to customer interest(self-interested)can better improve customers'purchase and recommendation willingness and arouse consumers'self-enhancement motivation more easily.Self-enhancement motivation plays a mediating role in the impact of customer co-creation on consumer response,and enterprise incentive plays a mediated moderating role in the impact of customer co-creation on consumer response through self-enhancement motivation.The research helps to expand the theory of value co-creation and draws useful management enlightenment,including emphasizing"selfishness co-creation"in the design of co-creation activities,paying attention to the self-consistency of customers,and flexibly using enterprise incentives so as to provide a decision-making basis for enterprises to carry out customer co-creation strategy and enhance consumers'positive response.

关 键 词：顾客共创 自我提升 消费者响应 企业激励 推荐意愿 

分 类 号：F710[经济管理—产业经济]