顾客认同对顾客参与与顾客公民行为关系的影响——基于Bootstrap法和教育培训业的证据

The Influence of Customer Identification on the Relation between Customer Participation and Customer Citizenship Behavior——Evidence Based on Bootstrap Method from Education and Training Industry

顾客参与在当前的企业营销活动中日益增加,但那些参与活动并不一定能够达到预期效果。本文试图通过探讨顾客认同对于顾客参与与顾客公民行为间关系的影响来说明顾客参与实现其效果的机理。研究通过网络和现场调查相结合的方式收集到教育培训业206份有效顾客样本,利用结构方程模型和Bootstrap法进行分析。结果表明顾客参与对顾客公民行为存在显著正向影响,顾客认同对顾客参与与顾客公民行为关系起部分中介作用。建议在企业发起顾客参与活动时应以是否能够提升顾客对企业或品牌的认同为重要的衡量指标,以实现预期的顾客反馈、帮助和主动推荐等顾客公民行为。

More and more customers participate in marketing activities nowadays. However,whether marketing goal can be achieved through this way is still unclear. This study explores the impact of customer identification on the relationship between customer participation and customer citizenship behavior,and illustrates how customer participation can be effective. This study collected 206 samples through online and field surveys from the education and training industry,and analyzed data using structural equation model and Bootstrap method. The results show that：customer participation has significantly positive impact on customer citizenship behavior,and customer＇s identification has partial mediating effect in their relation. Based on the results,this paper suggests that enterprises should view whether customer participate activities can enhance customers＇ recognition of their brand as an important measurement index,so as to encourage customers＇ citizenship behavior including offering feedback,help and recommending.