顾客价值共创参与行为对购买意愿的影响机理

doi:10.11885/j.issn.1674-5094.2020.09.25.03

摘要/Abstract

摘要： 创造价值是企业获取竞争优势的源泉，提升顾客价值是企业关注的重要问题。服务主导逻辑认为，顾客可以参与价值的创造。基于服务主导逻辑，构建信息搜寻、信息共享、人际互动、责任行为对顾客购买意愿的影响模型，通过验证性因素分析、相关性分析、多元回归分析等方法进行验证，结果显示：顾客价值共创参与行为对购买意愿具有显著的正向影响，但各维度对顾客购买意愿的贡献存在差异；顾客体验在顾客价值共创参与行为与购买意愿之间起部分中介作用：信息搜寻和责任行为对顾客体验有显著的正向影响，而信息共享和人际互动对顾客体验没有显著影响；顾客体验在信息搜寻和责任行为与购买意愿之间起部分中介作用，但顾客体验在信息共享和人际互动与购买意愿之间的中介作用不成立。

关键词: 服务主导逻辑, 价值共创参与行为, 顾客体验, 购买意愿, SOR理论

Abstract: Based on the service-dominant logic， this paper introduces customer experience and explores the influence mechanism of customer value co-creation participation behavior on purchase intention by constructing an impact model of information search， information sharing， interpersonal interaction， and responsible behavior on customer purchase intention. Through confirmatory factor analysis， correlation analysis， multiple regression analysis of the 169 effective questionnaires from mobile phone consumers， we find out that customer value co-creation participation behavior has a significant positive impact on purchase intention， each dimension of customer value co-creation participation behavior contributing differently to customer purchase intention， that customer experience plays an intermediary role in the relationship between customer value co-creation participation behavior and purchase intention， and that information search and responsibility behavior have significantly positive influence on purchase intention， while information sharing and interpersonal interaction have no significant influence on purchase intention. Information search and responsibility behavior have a significantly positive impact on customer experience， while information sharing and interpersonal interaction have no significant impact on customer experience. Customer experience plays an intermediary role between information search and responsibility behavior and purchase intention， but not between information sharing and interpersonal interaction and purchase intention.

Key words: the service-dominant logic, customer value co-creation participation behavior, customer experience, purchase intention, SOR theory

中图分类号:

F713.5

程春. 顾客价值共创参与行为对购买意愿的影响机理[J]. 西南石油大学学报(社会科学版), 2021, 23(2): 11-19.

CHENG Chun. The Influence Mechanism of Customer Value Co-creation Participation Behavior on Purchase Intention[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2021, 23(2): 11-19.

0
/ / 推荐

导出引用管理器 EndNote|Ris|BibTeX

链接本文: http://journal15.magtechjournal.com/Jwk_xnsk/CN/10.11885/j.issn.1674-5094.2020.09.25.03

http://journal15.magtechjournal.com/Jwk_xnsk/CN/Y2021/V23/I2/11

参考文献

[1] Payne A F, Storbacka K, Frow P. Managing the cocreation of value[J]. Journal of the Academy of Marketing Science, 2008, 36(1):83-96.
[2] Normann R, Ramirez R. From value chain to value constellation:Designing interactive strategy[J]. Harvard Business Review,1993, 71(4):65-77.
[3] Vargo S L, Lusch R F. Service-dominant logic:continuing the evolution[J]. Journal of the Academy of Marketing Science, 2008, 36(1):1-10.
[4] Grönroos C, Voima P. Critical service logic:making sense of value creation and co-creation[J]. Journal of the Academy of Marketing Science, 2013, 41(2):133-150.
[5] 沈鹏熠,万德敏.全渠道零售体验价值共创行为对顾客忠诚的影响——基于服务主导逻辑视角[J].北京工商大学学报(社会科学版), 2019, 34(3):15-27.
[6] 胡观景,袁亚忠,张思,廖红姣.价值共创研究述评:内涵、演进与形成机制[J].天津商业大学学报, 2017, 37(2):57-64.
[7] 卜庆娟.顾客在价值共创互动过程中的行为及其结果研究[D].北京:北京邮电大学, 2017.
[8] 简兆权,令狐克睿,李雷.价值共创研究的演进与展望——从"顾客体验"到"服务生态系统"视角[J].外国经济与管理, 2016, 38(9):3-20.
[9] Wikström S. The customer as co-producer[J]. European Journal of Marketing, 1996, 30(4):6-19.
[10] Ramirez, R. Value co-production:intellectual origins and implications for practice and research[J]. Strategic Management Journal, 1999, 20(1):49-65.
[11] Vargo S L, Lusch R F. Evolving to a new dominant logic for marketing. in The service-dominant logic of marketing[M].Routledge, 2014:21-46.
[12] Vargo S L, Lusch R F. Institutions and axioms:an extension and update of service-dominant logic[J]. Journal of the Academy of Marketing Science,2016, 44(1):5-23.
[13] Bove L L, Pervan S J, Beatty S E, Shiu E. Service worker role in encouraging customer organizational citizenship behaviors[J]. Journal of Business Research, 2009, 62(7):698-705.
[14] Yi Y, Nataraajan R, Gong T. Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention[J]. Journal of Business Research, 2011, 64(1):87-95.
[15] Yi Y, Gong T. Customer value co-creation behavior:Scale development and validation[J]. Journal of Business Research,2013, 66(9):1279-1284.
[16] 阿尔温·托夫勒.未来的冲击[M].孟广均,吴宣豪,黄炎林,译.北京:中国对外翻译出版公司, 1985:194-209.
[17] Pine B J, Gilmore J. The Experience Economy-Harvard Business School Press[M]. Boston:Massachusetts,1999.
[18] Schmitt B. Experiential marketing[J]. Journal of marketing management, 1999, 15(1-3):53-67.
[19] 李高科.基于顾客体验的顾客信任与顾客忠诚研究[D].太原:山西财经大学, 2012.
[20] 刘建新,孙明贵.顾客体验的形成机理与体验营销[J].财经论丛(浙江财经学院学报), 2006(3):95-101.
[21] 郭俊辉.顾客体验的结构、传导机制及其收入的调节效应——对大型休闲购物中心的考察[J].中国流通经济, 2016, 30(6):65-74.
[22] Dodds W, Monroe K B, Grewal D. Effects of price, brand, and store information on buyers'product evaluations[J]. Journal of Marketing Research, 1991, 28(3):307-319.
[23] 菲利浦·科特勒,加里·阿姆斯特朗.市场营销原理[M].第13版.北京:中国人民大学出版社, 2010:142.
[24] 赵杰坤.顾客感知价值对消费者正面口碑传播意愿的影响机制研究[D].北京:北京邮电大学, 2017.
[25] Mullet G M, Karson M J. Analysis of purchase intent scales weighted by probability of actual purchase[J]. Journal of Marketing Research, 1985, 22(1):93-96.
[26] Boulding W, Kalra A, Staelin R, Zeithaml V A. A dynamic process model of service quality:from expectations to behavioral intentions[J]. Journal of Marketing Research, 1993, 30(1):7-27.
[27] Zeithaml V A, Berry L L, Parasuraman, A. The behavioral consequences of service quality[J]. Journal of Marketing, 1996, 60(2):31-46.
[28] Karen M F, Ben B J, Russ A P. Interactive marketing:the influence of participation on positive word-of-mouth and referrals[J]. Journal of Services Marketing, 1992, 6(4):5-14.
[29] Jones T O, Sasser W E. Why satisfied customers defect[J]. Harvard business review, 1995, 73(6):88.
[30] 郭彤华,汤春辉.顾客参与对购买意愿影响的经验研究——以电子优惠券为例[J].技术经济与管理研究, 2011(9):49-53.
[31] 杨晶,李先国,陈宁颉.在线品牌社区情境下顾客参与对顾客购买意愿的影响机制研究[J].中国软科学, 2017(12):116-126.
[32] 武文珍,陈启杰.基于共创价值视角的顾客参与行为对其满意和行为意向的影响[J].管理评论, 2017, 29(9):167-180.
[33] 牛振邦,白长虹,张辉,陈晔.浅层互动能否激发顾客价值共创意愿——基于品牌体验和价值主张契合的混合效应模型[J].科学学与科学技术管理, 2015, 36(11):112-123.
[34] Prahalad C K, Ramaswamy V. Co-creation experiences:The next practice in value creation[J]. Journal of interactive marketing, 2004, 18(3):5-14.
[35] 范朱灵,徐宇.顾客参与、调节聚焦和品牌体验价值:基于虚拟品牌社区的实证研究[J].价值工程, 2018, 37(28):243-245.
[36] 李朝辉.虚拟品牌社区环境下顾客参与价值共创对品牌体验的影响[J].财经论丛, 2014(7):75-81.
[37] Holbrook M B, Hirschman E C. The experiential aspects of consumption:consumer fantasies, feelings, and fun[J]. Journal of Consumer Research, 1982, 9(2):132-140.
[38] Ang S H, Leong S M, Lim J. The mediating influence of pleasure and arousal on layout and signage effects:Comparing more and less customized retail services[J]. Journal of Retailing and Consumer Services, 1997, 4(1):13-24.
[39] 储林.老字号线上品牌体验对顾客购买意愿影响的实证研究[D].蚌埠:安徽财经大学, 2018.
[40] Mehrabian A, Russell J A. An approach to environmental psychology[M]. the MIT Press,1974.
[41] Eroglu S A, Machleit K A, Davis L M. Empirical testing of a model of online store atmospherics and shopper responses[J]. Psychology&Marketing, 2003, 20(2):139-150.
[42] 周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展, 2004, 12(6):942-950.
[43] Shrout P E, Bolger N. Mediation in experimental and nonexperimental studies:new procedures and recommendations[J].Psychological Methods, 2002, 7(4):422.
[44] Harris L, Russell-Bennett R., Plé L, Cáceres R C. Not always co-creation:introducing interactional co-destruction of value in service-dominant logic[J].Journal of Services Marketing,2010, 24(6):430-437.
[45] Echeverri P, Skålén P. Co-creation and co-destruction:a practice-theory based study of interactive value formation[J]. Marketing Theory, 2011, 11(3):351-373.