在电子服务环境下如何实现价值共创:一个有中介的交互效应模型

How to realize value co-creation in the electronic service environment:A mediated interacting effects model

在电子服务环境下如何实现价值共创是当今服务型企业需要思考的重要问题。立足服务主导逻辑的视角,将顾客与技术的人机交互识别为电子服务价值共创的触发点,同时考虑电子服务质量在其中所起的重要作用,构建"人机交互-电子服务质量-电子服务价值"的概念模型,对634名网上银行用户进行问卷调查及统计分析,研究结果表明:电子服务环境下的人机交互可以通过技术功能性、顾客技术准备度以及二者的交互进行表征和测量;技术功能性、顾客技术准备度对电子服务价值具有正向影响,二者的交互对电子服务价值的影响却是负向的;电子服务质量在上述影响中均发挥中介作用。本研究有助于推动服务主导逻辑理论向电子服务环境繁衍,完善电子服务质量领域的理论积累,还可以为企业在电子服务环境下合理制定运营策略,高效地实现价值共创,提供一个系统、可行的思路。

The new epoch of service industry began with the transition from goods economy to service economy,and the rapid development of information and communication technology.Since then,electronic service has been replacing physical service and becoming the mainstream service form.Facing the environment of electronic service,business circles must think seriously about the traditional but essential issue-“how to realize the value customers expected”,which is the key to advance competitive advantage and promote sustainable development of enterprises in the environment of electronic service.Service dominant logic which focuses on value in use and the study of Parasuraman and Grewal[5]could draw a logic vein-“enterprise expresses value proposition by technology,and human-computer interaction between customer and technology realizes electronic service value co-creation,in which electronic service quality is a bridge”.However,the theory and the study only qualitatively expresses the views through propositions.In addition,the operationalization,measurements and empirical tests of the specific elements in this logic vein have not been done.Thus,the validity of these views should be tested.In order to solve this problem,this research makes the“high-order resources”as the key point in this study.Human-computer interaction includes three elements:(1)the high-order resources technology could provide,(2)the high-order resources customer could provide,and(3)the integration between them.According to the characteristics of electronic service,the three elements are defined as technology functionality,customer technology readiness,and the interactional effect between them.Basing on this,we suppose the effects of technology functionality and customer technology readiness on electronic service value are all positive.With two different perspectives,the interactional effects between them on electronic service value are analyzed and two competitive hypotheses are proposed.We also assume electronic service quality is a mediator in the effects of three component elements of human-computer interaction on electronic service value.Thus,a conceptual model of“human-computer interaction-electronic service quality-electronic service value”is constructed.Internet banking users are selected as survey subjects,and 634 valid questionnaires are collected from Guangdong Province and Guangxi Province.With ordinal least square and hierarchical regression,the hypotheses are tested.The results indicate that with the perspective of service dominant logic,the component elements of human-computer interaction could be operationalized and measured through technology functionality,customer technology readiness and the interactional effects between them.The effects of technology functionality,and customer technology readiness on electronic service value are positive.The interactional effects between them on electronic service value are negative.Thus,the two elements could be substituted for each other.Electronic service quality mediates the effects of technology functionality,customer technology readiness and the interaction between them on electronic service value.Therefore,the conceptual model constructed by this research is a mediated interacting effects model.This research could promote three propositions of value co-creation in service dominant logic proliferating to electronic service environment,and advance the explanatory power of these propositions for electronic service co-creation.The presence of electronic service quality mediating the effects of human-computer interaction on electronic service value verifies Parasuraman and Grewal’s theoretical prediction[5],and also shows the rationality of the electronic service quality theoretical framework constructed by Parasuraman et al.based on means end chain theory[15].Thus,theoretical accumulations in electronic service area are improved.The mediating effects of electronic service quality also indicate that it is a very important intermediate link in the mechanism of electronic service value co-creation,which further opens the“black box”of the mechanism of electronic service value co-creation and provides a thought for deeper development of the three propositions of value co-creation in service dominant logic in the environment of electronic service.In the practical way,this research could provide a systematic and feasible solution to enterprises reasonably classifying customer types,optimizing interface design,advancing electronic service quality,transforming the role of the employee,and realizing electronic service value co-creation with customers in the electronic service environment.