顾客契合行为对顾客承诺的影响研究——基于自我决定感视角的考察

A Study about the Influence of Customer Engagement Behavior on Customer Commitment:Based on Self-determination Theory

社会化媒体的兴起为顾客接近企业提供了便利,也扩大了顾客的影响力,注重顾客关系价值的顾客契合行为在此背景下受到了各界的广泛关注。但过往对顾客契合行为的研究忽略了顾客的心理感受,本研究以S-O-R和自我决定理论为基础,构建了顾客契合行为、自我决定感和顾客承诺的概念模型。实证研究结果表明,顾客契合行为对自主感、能力感和归属感产生积极的正向影响;自主感、能力感和归属感对顾客承诺的两个维度都产生积极的正向影响;自主感、能力感和归属感在顾客契合行为与顾客承诺两个维度关系间起到了部分中介作用。

The rise of social media not only facilitates customers to approach to the enterprise,but alsoexpands the customers’influence. In this context,the customer engagement behavior which emphasizesthe value of customer relations gets attention from the society. However,the existing research towardscustomer engagement behavior ignored their psychological effect. Therefore,this paper aims to constructthe conceptual model of customer engagement behavior,selfdetermination and customer commitment onthe basis of S- O- R theory and selfdetermination theory （ SDT） . The results of empirical study showsthat customer engagement behavior has positive effect on a sense of autonomy,a sense of ability and asense of belonging,while all of the sense of autonomy,the sense of ability and the sense of belonginghave positive effect on normative commitment and affective commitment,and those relationships amongthe customer engagement behavior and two dimensions of customer commitment （ including normativecommitment and affective commitment）partially are mediated by a sense of selfdetermination （ includingsense of autonomy,a sense of ability and a sense of belonging） .