消费领域共同创造价值的形成机理研究

Mechanism Research of Co-Creating Value in Consumption Field

顾客既可以在生产领域,也可以在消费领域与企业共同创造价值,在消费领域中,消费者会主导价值的共同创造。消费领域的共同创造价值研究是国际学术界和实践界关注的前沿问题。本文在对相关文献梳理的基础上,以参加健康俱乐部和山地车俱乐部的消费者为调研对象,用因子分析方法归纳了消费领域共同创造价值活动的三种形式。另外,本文结合广义情绪认知评估理论分析和验证了消费领域共同创造价值的形成机理和路径。

Customers can co-create value with enterprises both in production and consumption field, customers can control the co-creation of value in consumption field. Co-creating value in consumption field is the frontier issue of international academic and practical industry. In this paper, we review the relating papers, conduct consumer surveys of health club and mountain bike club, make use of factor analysis method, finally, summarize three forms of co-creating value in consumption field. Furthermore, we analyze, test and verify the mechanism and paths of cocreating value in consumption field through generalized cognitive appraisal theory.