关系利益对顾客感知虚拟价值及关系质量的影响研究

Influence Mechanical Research of Relationship Benefits on Customer Virtual Value and Relationship Quality based on the View of Generallized Virtual Economy

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,提出了顾客价值中的享乐价值是虚拟价值的一种形态,构建了关系利益对顾客价值和关系质量的整合模型。研究结果表明:(1)关系利益的三个维度:信任利益、社会利益、特殊待遇利益均对享乐价值和实用价值有显著正向影响,且信任利益的影响作用最大;(2)关系利益的三个维度:信任利益、社会利益、特殊待遇利益对享乐价值的影响作用大于对实用价值;(3)享乐价值对关系质量的影响大于实用价值。

This study introduces dualistic value accommodated-medium state theory based on generalized virtual economy into the framework of customer value, proposes hedonic value is a form of generalized virtual value, and deeply analyzes the effect of virtual value in the chain of relationship benefits and relationship quality. The results show that： （1） Relationship benefits include trust benefits, social benefits and special treatment benefits have significant influence on hedonic value and utilitarian value, especially the effect of confidence benefits is largest than any other kind of relationship benefits; （2） The effect of relationship benefits on hedonic value is larger than utilitarian value; （3） The effect ofhedonic value on relationship quality is larger than utilitarian value.