互联网环境下顾客创新、互动机制与顾客体验的关系研究——基于顾客参与创新的动态视角

A Study of Relationship among Customer Innovation,Interaction Mechanism and Customer Experience in the Internet Environment- A Dynamic Perspective based on Customer Participation and Innovation

互联网及移动互联网的演进,特别是形式多样的社交媒体、网络交互工具的发展,使顾客创新可以通过持续性的互动和对话形成个性化体验。本文立足于互联网环境下顾客参与创新的动态过程,构建了一个基于互动机制中介作用的理论模型,探讨顾客创新、互动机制与顾客体验的关系,试图进一步揭示顾客创新和顾客体验的内在作用机理。研究发现:顾客创新对顾客体验存在正向影响;顾客创新有利于良性互动机制的形成,且良性互动机制对顾客体验存在正向影响,互动机制在两者间起中介作用;在顾客参与创新的动态过程中,不同阶段互动程度与体验度存在差异。

The evolution of the Internet and mobile Internet,especially the various forms of social media and the development of network interactive tools,makes the customer innovation form a personalized experience through continuous interaction and dialogue. Based on the Internet environment that customer participate in the dynamic process of innovation,this article built a theoretical model based on the interaction mechanism mediating role,and explored the relationship among customer innovation,interaction mechanism and customer experience,trying to reveal the internal mechanism between customer innovation and customer experience. The study found that the presence of the customer in the innovation has a positive impact on customer experience; customer innovation is in favor of a positive formation of interaction mechanisms,and positive interaction mechanism has a positive impact on the customer experience,as well as the interaction mechanism plays an intermediary role between them; in addition,the interaction and experience degrees are different in the different stages in the dynamic process of customer participating in innovation.