顾客间互动影响服务品牌象征价值的心理机制被引量：2

The Effect Mechanism of Customer-to-Customer Interaction on Psychological Symbolic Value of Service Brands

下载PDF

导出

摘要象征价值是品牌赋予消费者的心理收益,强化服务品牌的象征价值成为企业提升消费者心理满足感的重要途径。鉴于顾客间互动是现有消费心理研究中重要而尚未得到足够重视的研究视角,研究试图在文献回顾的基础上,尝试综合运用访谈法和关键事件法,构建顾客间互动与服务品牌象征价值的影响关系模型;拟基于人际关系的三维需求理论,深入挖掘顾客角色内外互动行为与象征价值之间的作用机制。未来的实证研究中拟运用实验和调研等方法对理论模型进行验证,以期为服务企业激发顾客的象征消费行为提供理论依据。 Symbolic value is consumer’s psychological benefit endowed by brands, which is an important way for marketers to strengthen consumers’ psychological satisfaction. Customers-to-Customer Interaction is very important but ignored by existing research. Firstly, this research builds and adjusts the mechanism model of the effect of CCI on symbolic value with the methods of interviews and Critical Incident Techniques. Secondly, the authors explore the relationships between customer in-role interaction behavior and symbolic value, and the relationships between extra-role interaction behavior and symbolic value respectively, based on Fundamental Interpersonal Relations Orientation （FIRO）, revealing the formation mechanism of customer symbolic consumption in service scope. Thirdly, laboratory experiments, field experiments and survey are employed to test the theoretical model so as to provide theoretical tools and recommendations for service enterprises to stimulate consumer symbolic consumption.

作者邱琪郑秋莹姚唐

机构地区首都经济贸易大学工商管理学院北京中医药大学管理学院北京航空航天大学经济管理学院

出处《心理科学进展》 CSSCI CSCD 北大核心 2015年第6期937-945,共9页 Advances in Psychological Science

基金国家自然科学基金项目(71402106) 2015年北京市教育委员会社科计划项目北航中央高校基本科研业务费(YWF-14-JGXY-005) 北京高等学校青年英才计划项目(YETP0801)资助首都经济贸易大学2014年度科研基金项目成果

关键词顾客间互动消费者心理象征价值品牌 customer-to-customer interaction service symbolic value brand

分类号 B849 [哲学宗教—应用心理学] C93 [经济管理—管理学]

引文网络
相关文献

参考文献51

1邱琪,王永贵.象征价值研究回顾与核心概念辨析[J].管理学报,2013,10(6):905-912. 被引量：4
2Arnould, E. J., & Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24-45.
3Baron, R. A., & Neuman, J. H. (1996). Workplace violence and workplace aggression: Evidence on their relative frequency and potential causes. Aggressive Behavior, 22(3),161-173.
4Bearden, W.O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
5Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1),32-43.
6Chung, E., & Fischer, E. (2001). When conspicuous consumption becomes inconspicuous: The case of the migrant Hong Kong consumers. Journal of Consumer Marketing, 18(6),474-487.
7Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5),410-425.
8Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing Complex and Ambivalent Attitudes (No. 736). HEC Paris.
9Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
10Eng, T. Y., & Bogaert, J. (2010). Psychological and cultural insights into consumption of luxury western brands in India. Journal of Customer Behaviour, 9(1),55-75.

二级参考文献49

1ELLIOTT R, WATTANASUWAN K. Brand as Symbolic Resources for the Const Ruction of Identity [J]. International Journal of Advertising, 1998, 17 (2) : 131-144.
2SHIPMAN A. Lauding the Leisure Class: Symbolic Content and Conspicuous Consumption [J]. Review of Social Economy, 2004, 62(3): 277-289.
3BERELSON B. Content Analysis in Communication Research [M]. Glencoe, IL:Free Press, 1952.
4HULTGTM, NEESEWT, BASHAWRE. Fac- ulty Perceptions of Marketing Journals [J]. Journal of Marketing Education, 1997, 19(1): 37-52.
5THEHARAKIS V, HIRST A. Perceptual Differ- ences of Marketing Journals: A Worldwide Perspec- tive[J]. Marketing Letters, 2002,13 (4): 389-402.
6BAUMGARTNER H, PIETERS R. The Structural Influence of Marketing Journals: A Citation Analysis of the Discipline and Its Subareas over Time [J]. Journal of Marketing, 2003, 67(2) : 123-139.
7GUIDRY J A, HOLLIER B N G, JOHNSON L, et al. Surveying the Cites: A Ranking of Marketing Journals Using Citation Analysis [J]. Marketing Ed- ucation Review, 2004, 14(1): 45-59.
8VEBLEN T. The Theory of the Leisure Class [M]. New York: Macmillan, 1899.
9ESCALASJ E, BETTMAN J R. Self-construal. Reference Groups, and Brand Meaning [J]. Journal of Consumer Research, 2005, 32(3) : 378-389.
10LEIBENSTEIN H. Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand [J]. The Quarterly Journal of Economics. 1950, 64 (5) : 183-207.