互联网+大规模定制顾客品牌价值共创的前因后效研究

Research on antecedents and consequences of internet + mass customization customer brand value co-creation

互联网信息技术的运用和发展使大规模定制更具可行性,定制化作为一种新的营销策略被很多企业运用到品牌价值共创中。选择顾客品牌价值一致性与定制产品独特性作为互联网+大规模定制顾客参与品牌价值共创活动产生的心理前因,以品牌价值的品牌溢价和感知品牌使用价值作为价值共创活动的结果变量,利用结构方程模型进行假设检验,分析上述4个变量与顾客品牌价值共创的顾客共创资源投入、顾客共创激励之间的关系。通过对九牧定制用户的在线调查,获取289份有效问卷,量化研究发现:互联网+大规模定制顾客品牌价值一致性、定制产品独特性对顾客品牌价值共创产生积极的影响;顾客共创资源投入、顾客共创激励对品牌溢价、感知品牌使用价值产生积极的影响。该结论为大规模定制企业利用互联网引导顾客参与品牌价值共创提供理论指导。

The application and development of internet information technology make mass customization more feasible, and customization as a new marketing strategy is used by many enterprises to create brand value. Choosing customer-brand value consistency and customized product uniqueness as the psychological antecedents of customer participation in brand value co-creation activities of internet+mass customization, taking brand premium and perceived brand use value of brand value as outcome variables of value co-creation activities, and using structural equation modeling this paper tested the hypothesis and analyzed the relationship among the above 4 variables together with customer brand value co-creation of resource input and customer co-creation incentives. Through the online survey of Jomoo customized users, 289 valid questionnaires were obtained. Quantitative research found that internet+mass customization customer-brand value consistency and customization product uniqueness had a positive impact on customer brand value co-creation;customer resources input and customer co-creation incentive had a positive impact on brand premium and perceived brand use value. This conclusion provides theoretical guidance for mass customization enterprises to use the internet to guide customers to participate in brand value creation.