移动互联网环境下跨界营销对共创体验的影响

The Effect of Crossover Marketing on Co-creation Experiences in Mobile Internet

随着"互联网+"推动传统产业与移动互联网之间的融合,跨界营销日益受到业界的重视。本文基于扎根研究提炼移动互联网环境下跨界营销的行为结构,并从动态能力的视角构建移动互联网环境下跨界营销对共创体验的作用模型和提出研究假设。利用广东地区企业的调查数据,采用结构方程模型分析和中介效应检验,发现跨界营销不仅显著正向影响共创体验,也显著正向影响动态能力;动态能力中的创新能力和客制化能力显著正向影响共创体验,并在跨界营销与共创体验的关系中起中介作用。研究结论为移动互联时代企业实现共创体验提供了新思路。

As ＂ Internet ＋ ＂ promote the integration of traditional industry and mobile internet, crossover marketing increasingly gets attention of practitioners. Based on grounded theory, this study develops components of crossover mar- keting in mobile internet, and proposes a model of effect of crossover marketing on co-creation experiences in mobile internet from the viewpoint of dynamic capability as well as related hypotheses. Then, an empirical test is conducted based on survey data from Guangdong area companies by structural equation model and mediating effect analysis. The results reveal that crossover marketing has positive impacts on. both co-creation experiences and dynamic capabilities. Furthermore, innovation capability and customerization capability positively influence co-creation experiences, and also mediate the relationship between crossover marketing and co-creation experiences. The research findings provide new insights for companies to co-create experiences in mobile internet.