顾客参与新产品开发阶段与象征购买意愿:关系管理的调节效应被引量：8

Customers' Participation in New Product Development Stage and Symbolic Purchasing Intention: Moderating Effects of Relationship Management

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摘要以中国情境下的样本为调查对象,剖析了顾客参与新产品开发阶段对产品象征购买意愿的差异化影响,并考察了企业关系管理活动的调节作用。研究表明,生产前、后阶段的顾客参与对象征购买意愿存在正向影响,企业的关系管理也会对这种影响产生正向调节作用;生产中阶段的顾客参与对象征购买意愿的正向影响及关系管理的调节效应都不显著。 With Chinese samples as respondents, this paper analyzes diversified impacts of customer s＇ participation in new product development on symbolic purchasing intention, and investigates the moderating effects of business relationship management. It finds that, customers＇participation in pre-production and post -production has positive influence on symbolic purchasing intention, and business relationship management positively moderates this influence. The influence of customers＂ participation of production on symbolic purchasing intention and the moderating effect of relationship management are not significant.

作者黄永春姚山季卢俊义

机构地区南京大学商学院南京工业大学经济管理学院

出处《软科学》 CSSCI 北大核心 2010年第5期50-53,共4页 Soft Science

基金国家自然科学基金项目(70472052) 南京工业大学青年教师学术基金项目南京工业大学2008年度人文社科与管理学科群青年教师科研基金项目江苏省普通高校研究生科研创新计划项目(CX09B_023R)

关键词顾客参与新产品开发阶段象征购买意愿关系管理 customers＇ participation new product development stage symbolic purchasing intention relation- ship management

分类号 F713.5 [经济管理—市场营销]

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参考文献15

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