商业模式场景化创新对消费行为的驱动影响——基于小米公司的实证分析  

Driving Influence of Context-based Business Model Innovation on Consumption Behavior——Empirical Analysis Based on Xiaomi Corporation

作　　者：许华 宋琦 XU Hua;SONG Qi(School of Economics and Management,Shaanxi University of Science and Technology, Xi'an 710021,China)

机构地区：[1]陕西科技大学经济与管理学院,西安710021

出　　处：《哈尔滨商业大学学报（社会科学版）》2021年第6期61-72,共12页Journal of Harbin University of Commerce:Social Science Edition

基　　金：陕西省社会科学界年度重大理论与现实问题研究项目“陕西省战略性新兴产业竞争力评价及提升研究”(2019C018);陕西高校新型智库开放基金“陕西省新材料产业现状分析及发展路径研究”(ACNM-201901)。

摘　　要：以商业模式理论、顾客价值理论、“认知—情感”理论等为基础,借助“场景刺激—内在感知—情感反应—结果选择”的整合机制,探讨顾客感知价值与顾客信任在企业商业模式场景化创新驱动顾客消费行为整个过程中的中介作用。通过问卷调查并采用结构方程模型(SEM)进行数据分析,研究表明企业商业模式场景化创新正向驱动顾客消费行为,而不同的场景化创新对顾客消费行为的驱动影响是有差异的,产品场景化创新对顾客消费行为的正向影响最强,其次是用户场景化创新,而运营场景化创新相对较弱;顾客感知价值与顾客信任在企业商业模式场景化创新与顾客消费行为之间不仅起单独中介作用,还具有链式中介作用;消费者创新性通过强化商业模式场景化创新对顾客感知价值的正向影响进而调节链式中介作用。Based on the business model theory,customer value theory and“cognition-emotion”theory,with the help of the integration mechanism of“Scene stimulation-internal perception-emotional response-result selection”,this paper discusses the intermediary role of customer perceived value and customer trust in the whole process of context-based innovation of enterprise business model driving customer consumption behavior,and studies the regulatory role of consumer innovation.Through questionnaire survey and data analysis using structural equation model(SEM),the research shows that context-based business model innovation positively drives customer consumption behavior,while different context-based innovation has different driving effects on customer consumption behavior,context-based product innovation has the strongest positive impact on customer consumption behavior,followed by context-based user innovation,context-based operation innovation is relatively weak;Customer perceived value and customer trust not only play a separate intermediary role between context-based business model innovation and customer consumption behavior,but also play a chain intermediary role;Consumer innovation regulates the chain intermediary role by strengthening the positive impact of context-based business model innovation on customer perceived value.

关 键 词：商业模式创新 场景化商业模式 顾客消费行为 顾客感知价值 

分 类 号：F279.2[经济管理—企业管理]