顾客心理授权对顾客价值共创的作用机理研究

Research on Mechanism of Customer Psychological Empowerment on Customer Value Co-creation

价值由消费者和生产者共同创造的思想得到了广泛认可,但驱动消费者投入资源参与价值共创的前置因素,以及共创的价值如何从消费者转换到企业等问题依然有待探索。本研究基于价值共创理论,以旅行社游客为研究对象,从顾客对消费过程权力感知视角构建了顾客心理授权对顾客价值创造影响的概念模型,探讨顾客心理授权对顾客感知价值和顾客资产价值的作用机理。研究发现:顾客心理授权是影响价值共创成效的重要因素,顾客参与在这一过程中发挥重要中介作用;顾客感知价值的实现是顾客资产价值实现的基础,证实了价值共创共享的转换机制。根据研究结论,从提升游客的心理授权水平、积极引导游客参与行为和坚持以顾客感知价值为导向三方面提出了相关建议。

The idea that value is created jointly by consumers and producers is widely recognized,but the preconditions that drive consumers to invest resources in value co-creation and how the co-created value is transformed from consumers to enterprises remain to be explored.Based on the value co-creation theory,this research constructs a conceptual model of the influence of customer psychological empowerment on customer value creation from the perspective of customer perception of power in the consumption process,and discusses the mechanism of customer psychological empowerment on customer perceived value and customer asset value.The study finds that customer psychological empowerment is an important factor affecting the effectiveness of value co-creation,and customer participation plays an important intermediary role in this process;the realization of customer perceived value is the basis for the realization of customer asset value,which confirms the conversion mechanism of value co-creation and sharing.According to the research conclusions,relevant suggestions are put forward from three aspects:improving the psychological empowerment level of tourists,actively guiding tourists to participate in behavior,and insisting on customer-perceived value orientation.