用户至上:数字赋能视角下顾客主导逻辑对商业模式创新的作用机制研究  

Consumerism: An Investigation on the Mechanism of Customer-dominant Logic on Business Model Innovation from the Perspective of Digital Empowerment

作　　者：何畅 孟韬[2] 刘丽萍 李琦 HE Chang;MENG Tao;LIU Li-ping;LI Qi

机构地区：[1]山东建筑大学商学院,山东济南250101 [2]东北财经大学国际商学院 [3]黑龙江工业学院马克思主义学院 [4]东北财经大学工商管理学院

出　　处：《中国地质大学学报（社会科学版）》2023年第5期119-131,共13页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：山东省社会科学规划青年项目“制造业企业数字化服务转型机理与路径研究”(22DGLJ24)。

摘　　要：面对数字经济和复杂多变的市场环境,“以顾客为中心”和“数字赋能”已经成为现代企业适应时代发展的重要战略。管理者的战略认知逐渐抛弃了传统的“竞争”思维,重新思考企业存在的本质。本研究基于顾客主导逻辑和数字赋能理论,以412名企业管理者为研究对象,探究顾客主导逻辑对商业模式创新影响的双路径与边界条件。研究发现:(1)顾客主导逻辑对商业模式创新具有积极的正向作用;(2)基于能力视角,组织重构能力(包括动态能力和即兴能力)在顾客主导逻辑与商业模式创新之间起到部分中介作用;(3)数字赋能在顾客主导逻辑与组织重构能力(包括动态能力和即兴能力)之间发挥正向调节作用,特别是即兴能力在数字化环境下影响更为显著。本研究深化了对顾客主导逻辑内涵认知及作用机制的研究,有助于企业理解和制定相应的主导逻辑,进而在VUCA时代仍能保持企业竞争优势。Facing the digital economy and the complex and changeable market environment, customer-centric demand and digital empowerment have become an important strategy for modern enterprises to adapt to the development of the times.Managers' gradually abandon the traditional thinking of competition, and begin to rethink the essence of enterprise existence.Based on customer-dominant logic and digital empowerment, the paper takes 412 managers as research subjects to explore the dual paths and boundary conditions of the influence of customer-dominant logic on business model innovation. The results show that:(1) Customer-dominant logic has a positive effect on business model innovation;(2)In the view of capabilities, organizational reconfiguration capabilities(dynamic capability and improvisation capability) play a mediating role between customer-dominant logic and business model innovation;(3) Digital empowerment plays a positive moderating role in the relationship between customer-dominant logic and organizational reconfiguration capabilities, especially for improvisation capability.This study deepens the research on the connotation and mechanism of customer-dominant logic, which is helpful for enterprises to understand and develop the corresponding dominant logic, so as to maintain their competitive advantages in the VUCA era.

关 键 词：顾客主导逻辑 组织重构能力 数字赋能 商业模式创新 

分 类 号：F713.5[经济管理—市场营销]