顾客资源对顾客价值共创行为的影响研究——感知控制和主观规范的调节作用

The Effects of Customer Resources on Customer Value Co-creation Behavior——The Moderating Role of Perceived Control and Subjective Norm

从资源理论出发,探讨两类顾客资源通过共创态度对不同顾客价值共创行为的影响,以及顾客的感知控制和主观规范在影响过程中的调节作用。通过对580名装修顾客的调查,采用结构方程模型方法,对假设进行检验。研究结果表明:顾客的人力资源和关系资源均可以显著提升顾客共创态度,进而对顾客价值共创行为的两种形式——参与行为和公民行为——产生积极影响;顾客的共创态度在顾客资源与顾客共创行为间起到部分中介作用;感知控制对顾客人力资源与顾客共创态度及顾客人力资源与顾客共创行为间的关系发挥显著的调节作用;主观规范对顾客关系资源与顾客共创态度及顾客关系资源与顾客共创行为间的关系发挥显著的调节作用。

Based on the theory of resource,the impact of two kinds of customer resources on different customer’s value co-creation behaviors through co-creation attitude explored,and the moderating effects of perceived control and subjective norm in this impact investigated.By a survey of 580 decoration customers,the SEM method used to test the corresponding hypotheses.The results show that human resources and relational resources and then influence the two forms of customer’s value co-creation behaviors-customer’s participation behavior and citizenship behavior;customer’s co-creation attitude a partial mediating role between customer resources and customer’s co-creation behaviors;the relationship between customer human resources and customer’s co-creation attitude the relationship between customer human resources and customer’s co-creation behaviors;the relationship between customer relation resources and customer’s cocreation attitude the relationship between customer relation resources and customer’s co-creation behaviors.