基于顾客心理的价值共创机理研究  

Research on the Value Co-creation Mechanism based on Customer Psychology

作　　者：高红岩[1] 周雯 孟祥茜茜 GAO Hong-yan;ZHOU Wen;MENG Xiang-qianqian(School of Economics and Management,Beijing Jiaotong University,Beijing 100044,China;Century College,Beijing University of Posts and Telecommunications,Beijing 102101,China)

机构地区：[1]北京交通大学经济管理学院,北京100044 [2]北京邮电大学世纪学院,北京102101

出　　处：《经济问题》2022年第4期21-28,92,共9页On Economic Problems

基　　金：国家自然科学基金青年项目“直播营销场景中氛围线索对消费者冲动性购买的作用机制研究”(72102012)。

摘　　要：随着顾客参与价值共创作用的日益提高,迫切需要从顾客心理角度对价值共创理论开展深入研究。顾客心理所有权和顾客契合正是从心理影响层面反映公民意识的产生和顾客参与的心理投入程度,因此,以品牌忠诚度作为价值共创的成果变量,研究价值共创活动中顾客心理所有权和顾客契合对品牌忠诚度的影响效应。研究结果表明,企业在价值共创过程中应该从顾客心理所有权的效能感、自我认同、空间需求这3个维度来了解顾客需求、吸引顾客注意,在顾客契合的认知、情感、行为3个维度的中介作用下,通过培养“所有者顾客”和“合拍顾客”来提升品牌忠诚度,从而通过价值共创巩固企业的市场地位,实现可持续发展。With the increasing role of customer participation in value co-creation, it is urgent to conduct indepth research from the perspective of customer psychology.As customer psychological ownership and customer engagement just reflect the generation of citizenship consciousness and the degree of customer psychological engagement, the paper takes brand loyalty as the outcome variable of value co-creation to study the effect of customer psychological ownership and customer engagement on brand loyalty in value co-creation. The research results show that self-efficacy, self-identity and space demand of customer psychological ownership should be focused to understand customer needs and attract customer attention. And the“owner customers”and“fit customers”should be cultivated with the mediating effect of cognition, emotion and behavior of customer engagement in order to enhance brand loyalty and value co-creation to ensure the market position and sustainable development.

关 键 词：价值共创 顾客心理所有权 顾客契合 品牌忠诚度 

分 类 号：F272.5[经济管理—企业管理]