社会支持视角下顾客在线互助心理和行为机制

Psychology and behavior mechanism of customer online interactive support:In the perspective of social support

消费结构升级促使顾客通过参与价值共创获得更高层次心理满足感。顾客间通过网络平台参与交流、互动、分享和互助等价值共创行为,能够获得美好的情感体验,有助于形成人际之间的友谊,也使得顾客得以寻求自我表达和自我实现,收获更高层次的满足感。本研究以社会支持理论为基础,聚焦不同属性顾客在不同类型网站中参与在线互助的心理动机、心理收益和行为方式,采用行为实验、实证调查、案例研究、神经营销学等多种研究方法,深入剖析顾客参与在线互助过程中的心理和行为反应机制。预期研究成果将丰富现有顾客参与心理和行为的理论体系,也为企业激励顾客参与在线价值共创提供理论指导。

The upgrading cosurnption structure impels customers＇ gaining a higher level of psychological satisfaction in value co-creation participation. As forms of customer value co-creation behaviors, communication, interaction, sharing and interactive support among customers through online platform will offer them positive emtional experience, which are helpful to construct interpersonal friendship and enable customers to seek self-expression and self-fullfillment in pursit of a higher level of satisfaciton. Based on social support theory and by the method of experiment, survey, case and neomarketing, this research concentrates on psychological motivation and psychological benefits when customers with different traits participating in online interactive support in different types of websites, and explores the psychological and behavioral mechasiam of customer online interactive support. The expected results will enrich the existing theories about customer participation psychology and behavior, and provides theorical recommendations for firms to encourage customers to involve in online co-creation.