主动性行为视角下的感动体验及其作用机制

Moving Experience and Its Mechanism from the Perspective of Employee s Proactive Behavior

通过文献研究法提出实现感动体验的作用机理,通过问卷调查法收集一手数据,采用结构方程模型对感动体验机理模型进行检验。研究发现:员工主动服务行为是顾客获得感动体验的前因变量,图式差异和情感温暖是主动服务行为实现顾客感动体验过程中的中介变量,而品牌感恩是感动体验的结果变量,体现为品牌和消费者之间施恩和报恩关系。研究结果不仅为企业实施体验战略提供理论依据,也为体验研究学者提供新的思路和方向。

The mechanism of moving experience was proposed through literature research.First-hand data was collected through questionnaire survey.The structural equation model(SEM)was used to test the mechanism model of moving experience.The result shows that employee s proactive service behavior is the antecedent variable of customer s moving experience;Schema discrepancy and emotional warmth are the mediating variables in the process of proactive service behavior to realize customer s moving experience;Brand gratitude is the outcome variable of moving experience,which is reflected in the relationship of kindness and gratitude between the brand and consumers.It not only provides theoretical basis for enterprises to implement experience strategy,but also new ideas and directions for experience researchers.