体验营销赋能数字信贷平台的顾客契合研究:基于心理价值的中介效应  

Research on Customer Engagement in Digital Credit Platforms through Experiential Marketing:Basedonthe Mediating Effect of Psychological Value

作　　者：王静 赵伟晶[1] WANG Jing;ZHAO Wei-jing(School of international Business,Xiamen University Tan Kah Kee College,Zhangzhou 363105,China)

机构地区：[1]厦门大学嘉庚学院国际商务学院,福建漳州363105

出　　处：《海南开放大学学报》2024年第2期75-82,共8页Journal of Hainan Open University

摘　　要：置身竞争激烈的金融市场,深度挖掘顾客关联关系,精准为顾客提供个性化和智能化的金融服务已成为数字信贷平台的重要任务。研究基于595份问卷调研样本,以Z世代白领职场用户作为分析对象,探讨数字金融信贷品牌虚拟情境下顾客体验、心理价值与顾客契合的关系。研究数据显示,Z世代白领职场消费者的情感体验、品牌体验、交易体验与顾客契合呈显著的正相关关系;心理价值分别在情感、品牌、交易体验与顾客契合形成机制中具有显著的中介效应。研究结果可以为数字金融信贷实现高质量服务提供科学依据,以及探索有效方法和可行路径。In the fiercely competitive financial market,it has become an important task for digital credit platforms to deeply explore customer relationships and provide personalized and intelligent financial services to customers accurately.Based on 595 questionnaire survey samples,this study takes white-collar workers of Generation Z as the analysis object to explore the relationship between customer experience,psychological value and customer engagement in the virtual context of digital financial credit brands.According to the research data,the emotional experience,brand experience,transaction experience of white-collar Generation Z consumers have a significant positive correlation with customer engagement;psychological value has a significant mediating effect in the formation mechanism of emotional,brand,transaction experience and customer engagement.The research results can provide scientific basis for digital financial credit to achieve high-quality services,and explore effective methods and feasible paths.

关 键 词：体验营销 心理价值 顾客契合 Z世代白领职场消费者 数字信贷 

分 类 号：F721[经济管理—产业经济]