顾客参与对顾客感知虚拟价值的影响研究

Influence Mechanical Research of Customer Participation on Customer Perceived Virtual Value

本研究将广义虚拟经济的二元价值容介态理论引入到顾客价值的研究框架中,将顾客感知价值分为实体价值(即实用价值)和虚拟价值(即享乐价值),构建了参与情境下对不同的顾客感知价值类型的影响差异模型。研究结果表明:(1)顾客参与的三个维度:信息分享、责任行为和人际互动都对实用价值有显著正向的影响;(2)信息分享、责任行为和人际互动都对享乐价值有显著正向的影响;(3)实用价值和享乐价值都对顾客忠诚有显著正向的影响。

This study introduces dualistic value Rong-Jie state theory based on generalized virtual economy into the framework of customer participation theory, divides customer perceived value into entity value （utilitarian value） and virtual value （hedonic value）, and proposes framework of customer participation on customer value, and deeply analyzes the dimensions of customer participation. The results show that： （1） Customer participation is constituted by information sharing, cooperative behavior and personal interactive and all the three dimensions have direct impact on utilitarian value; （2） Information sharing, cooperative behavior and personal interactive have direct impact on hedonic value; （3） Utilitarian value and hedonic value have direct impact on customer loyalty.