SDL视角下众包型顾客参与对新产品价值共创的影响

Impact of crowdsourcing customer participation on the co-creation of new product value from the perspective of SDL

文章通过对相关文献的梳理和归纳,回顾了众包型顾客参与的概念,进一步提出了基于服务主导逻辑(Service Dominant Logic,SDL)视角的众包型顾客参与对新产品价值共创影响的理论模型。一方面,众包型顾客参与可以对新产品的功能价值共创和体验价值共创产生直接影响;另一方面,通过顾客互动、顾客协同、顾客整合的中介作用,其亦可对新产品的功能价值共创和体验价值共创产生间接影响。研究结论旨在丰富众包背景下顾客参与的研究理论,并对未来研究方向进行展望。

This paper reviews the concept of customer participation under crowdsourcing, and further puts forward a theoretical model of the impact of crowdsourcing customer participation on the co-creation of new product value from a SDL perspective. On the one hand, customer participation under crowdsourcing can have a direct impact on the co-creation of functional and experiential value of the new product. On the other hand, through the mediating effect of customer interaction, customer eollaberation and customer integration, customer participation under crowdsourcing can also have an indirect impact. Finally, the conclusion of this study looks to the future research direction, and will enrich the theory of customer participation in the background of crowdsoureing.