价值共创中企业沟通策略对顾客共创意愿的影响

Influence of Enterprise's Communication Strategies on Customers' Co-creation Willingness under Perspective of Value Co-creation

在价值共创的背景下,从沟通的视角出发,提出了两种企业沟通策略——价值提升策略和成本降低策略。以虚拟品牌社区为背景,采用实验法实证研究了两种沟通策略对顾客参与价值共创意愿的影响,以及顾客感知公平的中介作用。结果表明:企业实施沟通策略能显著增强顾客的共创意愿,其中价值提升沟通策略对顾客共创意愿的促进作用更强;顾客感知公平在价值提升沟通策略与顾客共创意愿之间起部分中介作用,在成本降低沟通策略与顾客共创意愿之间起完全中介作用。企业应通过广泛拓展沟通渠道、精心设计沟通内容等激励顾客参与企业的研发、生产及营销等活动,实现价值的共同创造。

In the context of value co-creation,from the perspective of communication,this paper proposes two communication strategies,namely value-enhancing and cost-reducing.In the background of virtual brand community,it empirically studies their impact on customer's willingness to co-creation and the mediating effect of customer perceived justice by the experimental method.The results show as follows:the implementation of communication strategy could significantly improve customer's willingness to co-creation,and the effect of value-enhancing communication strategy is stronger than that of cost-reducing communication strategy;customer perceived justice plays a partial mediating role between valueenhancing communication strategy and customer's willingness to co-creation,and plays a complete mediating role between cost-reducing communication strategy and customer's willingness to co-creation.Therefore,enterprises should broaden the channel of communication,carefully design communication content and other means to encourage customers to participate in enterprises' R&D,production and marketing activities,to achieve the value co-creation.