基于服务己化视角的服务仪式对消费者幸福感的影响研究  

Research on the Impact of Service Ritual on Consumer Well-Being:Based on the Perspective of Service Appropriation

作　　者：胡洋[1] 马钦海[1] 周天舒[1] 杨勇 HU Yang;MA Qin-hai;ZHOU Tian-shu;YANG Yong(School of Business Administration,Northeastern University,Shenyang 110169,China;School of Management,Northeastern University at Qinhuangdao,Qinhuangdao 066004,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169 [2]东北大学秦皇岛分校管理学院,河北秦皇岛066004

出　　处：《工程管理科技前沿》2022年第5期57-64,共8页Frontiers of Science and Technology of Engineering Management

基　　金：国家自然科学基金资助项目(71972033,71272162);辽宁省社会科学规划基金资助项目(L18BG034)。

摘　　要：个体幸福感提升越来越多地成为社会关注的重要热点问题。变革性服务研究指出,服务消费活动是提升个体幸福感的有效途径。本文基于服务己化视角,揭示服务仪式对消费者幸福感影响的内在机制,并探讨了关系需要在其间的调节作用。实证分析结果表明:服务仪式对消费者幸福感的满足感和积极情感维度均有正向影响;服务己化在服务仪式和满足感、服务仪式和积极情感之间均起到中介作用;关系需要不仅正向调节了服务己化和满足感、服务己化和积极情感之间的关系,而且正向调节了服务己化在服务仪式与满足感关系间的中介作用,而关系需要对服务己化在服务仪式与积极情感关系间中介作用的调节效应未获支持。研究成果能够为消费者幸福感提升、服务递送变革性设计、服务组织和服务行业发展及管理提供参考。How to strengthen personal well-being has increasingly gained considerable attention from all sectors of society.Transformative service research points out that service consumption is an effective way to improve personal well-being.Based on the perspective of service appropriation,this study reveals the influencing mechanism of service ritual on consumer well-being,and discusses the moderating effect of relational needs.The results show that:service ritual has significant positive effects on consumer gratification and positive affect,the two dimensions of consumer well-being;service appropriation mediates the impact of service ritual on gratification and positive affect;relational needs not only positively moderates the impact of service appropriation on gratification and positive affect,but also positively moderates the meditating role of service appropriation in the relationship between service ritual and gratification.The moderating effect of relational needs on the meditation role of service appropriation in the relationship between service ritual and positive affect is not significant.This research would provide reference for the improvement of consumer well-being,the transformative service design and the management of service organization and service industry.

关 键 词：消费者幸福感 服务仪式 服务己化 关系需要 

分 类 号：F713.55[经济管理—市场营销]