顾客主动社会化对任务持续参与意愿的影响研究

The Effect of Customer Proactive Socialization on Customer Continuous Participating Intention

以顾客主动社会化的视角,研究顾客在服务参与中关系身份合理性的重要作用。通过以团队网络游戏为研究背景进行的实证研究发现,顾客在服务参与中会表现出两类主动社会化行为,即任务信息搜寻和任务反馈搜寻,而这两类主动社会化行为对顾客持续参与意愿的影响作用分别受到顾客角色身份合理性和顾客个人身份合理性的中介作用。

The current research examines the important role of the rational identity in service participation from the perspective of customer proactive socialization.We conducted an empirical research on the background of the online team game,and the results indicated that the customers have two types of proactive socialization behaviors in the service participation:the task information seeking and the task feedback seeking.The impact of the two types of proactive socialization behaviors on the customer’s intention in continuous participation is mediated by the rationality of customer role identity and rationality of customer personal identity respectively.