顾客能力对共创价值的作用路径

Effect Path of Customers' Ability on Co-Value Creation

从顾客能力的角度,研究了共创价值的形成机理。基于对380名中国消费者的问卷调查数据,运用结构方程模型进行实证分析。结果表明:顾客能力与顾客参与显著相关;顾客参与对共创价值和顾客信任具有促进作用;顾客信任对共创价值具有促进作用;顾客偏好在顾客能力影响顾客参与的过程中发挥显著的调节作用;顾客信任在顾客参与影响共创价值的过程中起部分中介作用。最后讨论了本研究的管理实践意义和未来的研究方向。

This paper focuses on the formation mechanism of co-value creation from the perspective of customer ability.And it uses the questionnaire survey data of 380 Chinese consumers to analyze empirically by the structural equation model.The results show as follows：customer ability is positively related to customer participation,and customer participation has a positive effect on co-value creation;customer participation has a positive effect on customer trust,and customer trust has a positive effect on co-value creation;customer preference as the moderator variable has a significant effect,and customer trust as the mediating variable has a significant effect.Finally,it discusses the management practice and the future research direction.