基于消费者幸福感的顾客融入行为促进策略对价值共创意愿的影响:信息处理模式的调节作用  

The Influence of Customer Engagement Behavior Promotion Strategies on Value Co-creation Intentions Based on Consumer’s Well-being:The Moderating Role of Information Processing Style

作　　者：张少卿 张媛[2] 叶颉 黄志锋 ZHANG Shao-qing;ZHANG Yuan;YE Jie;HUANG Zhi-feng(Quanzhou Normal University,Quanzhou 362000 China;Huaqiao University,Quanzhou 362000 China)

机构地区：[1]泉州师范学院,泉州362000 [2]华侨大学,泉州362000

出　　处：《电子科技大学学报（社科版）》2024年第3期62-74,共13页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：国家社科基金面上项目(21CGL018);福建省社会科学规划项目(FJ2023BF025);福建省创新战略研究计划项目(2023R0054).

摘　　要：本文以目标框架理论、幸福感理论为基础,分别引入消费者幸福感作为中介变量和信息处理模式作为调节变量,探究顾客融入行为促进策略(收益目标促进策略、规范目标促进策略和享乐目标促进策略)对顾客价值共创意愿的影响机制和作用边界。通过一项三阶段的时间滞后研究设计,获取246份有效调查数据进行实证分析。研究发现:顾客融入行为促进策略显著正向影响顾客价值共创意愿;消费者幸福感部分中介顾客融入行为促进策略对顾客价值共创意愿的影响;在情感处理模式下,顾客融入行为促进策略更显著正向影响消费者幸福感;在情感处理模式下,顾客融入行为促进策略通过消费者幸福感对顾客价值共创意愿的正向效应会增强。研究结论有助于企业进一步拉近与消费者之间的距离并促进长期合作关系的建立,为其制定更加有效的市场营销策略提供决策支持。Based on the goal framing theory and well-being theory,this study introduces consumer’s wellbeing as a mediating variable and information processing style as a moderating variable.It explores the impact mechanisms and boundary conditions of customer engagement behavior promotion strategies(profit target promotion strategy,normative goal promotion strategy,and hedonic goal promotion strategy)on value co-creation intention.Through a three-stage time-lagged research design,this study obtained 246 valid survey responses for empirical analysis.The study shows that customer engagement behavior promotion strategies have a significant positive impact on customers’value co-creation intentions.Consumer’s well-being partially mediates the effect of customer engagement behavior promotion strategies on customers’value co-creation intentions.Under the affective processing style,customer engagement behavior promotion strategies have a more significant positive impact on consumer’s well-being.Under the affective processing style,the positive effect of customer engagement behavior promotion strategies on customers’value co-creation intentions is enhanced through consumer’s well-being.The conclusions of this study contribute to bridging the gap between businesses and consumers,promoting the establishment of long-term cooperative relationships,and providing decision support for the development of more effective marketing strategies.

关 键 词：顾客融入行为促进策略 信息处理模式 消费者幸福感 价值共创意愿 

分 类 号：F270.7[经济管理—企业管理]