摘要
不同消费经历的顾客体验之间存在溢出效应。在这一过程中信息线索的可获得性与可诊断性加工起到了重要作用。当消费信息线索的可获得性和可诊断性都处于较高水平时，顾客体验的溢出效应最明显。同时，由于顾客消费体验本身的主观性特点，所以消费情境因素和其他决策信息的变化会经由顾客感受的解读而对顾客消费体验产生影响。在此过程中行为主体的视角差异对溢出效应产生了调节作用。当行为主体是自己时，收益感的溢出效应更强；当行为主体是他人时，损失感的溢出效应更明显。
Spillover effect exists in customer experience between different consumption experiences. In this process the accessibility and diagnosticity manipulation of information clues play a significant role. When both accessibility and diagnosticity of information clues are in high level, the spillover effect between customer experiences is most significant. And for the subjectivity of customer consumption experiences, the variety of consumption context factors and other decision information will impact consumption experiences though the interpretation of customer feeling. In this process, the differentiation of behavioral agents moderates the spillover effect. In self view of behavioral agent, spillover effect of gain feeling is stronger; in others view of behavioral agent, spillover effect of lose feeling is stronger
出处
《中大管理研究》
CSSCI
2012年第3期68-85,共18页
China Management Studies
基金
国家自然科学基金项目“基于共创价值的互动导向、顾客行为与企业绩效关系的实证研究”(项目编号:71172163)的支持
