社会排斥对顾客参与创新意愿的影响研究

Research on the Impact of Social Exclusion on Customer Participation in Innovation

顾客参与创新一直以来都是学界和业界的研究热点。顾客参与创新作为一种社会行为,经常会出现顾客被社会排斥的情境。过去文献一般认为社会排斥会对个人造成负面的影响。但从文献结论及市场实践来看,社会排斥也会对创新、产品选择、风险认知等行为产生一些正面的影响。文章采用两个实验,对社会排斥与顾客参与创新意愿的影响机制进行研究,认为社会排斥会正面影响顾客参与创新意愿,而感知顾客授权中介以上关系。

In the social context,customer participating in innovation process is often accompanied with exclusion situation.Social exclusion is generally believed that it has a negative impact on the individual.However,from the research results and marketing practices,social exclusion also had positive influence on creativity,products selection,perceived risk and so on.By two experiments,this research discusses the relationship between social exclusion and customer participation in innovations.This article considers that social exclusion has positive influence on customer participation in innovation and customer empowerment mediated this relationship.