对“分道扬镳”说不:购后顾客间互动行为解构

Say No to“Going One’s Own Way”:Deconstruction of the Post-purchase Customer-to-customer Interactions

目前顾客间互动相关研究大多集中在消费情境中,而数字技术和新媒体的发展突破了时间和空间的限制,延展了顾客间的联系。区别于以往消费过程中将其他顾客看作一个整体,文章开创性地基于购后视角,将其他顾客分为潜在顾客、相识顾客以及不相识的其他已消费顾客三类,并运用扎根理论内容进行三类顾客的差异分析,提炼概括出消费后顾客间互动行为的类型,指明购后顾客间互动行为具体内涵从“产品价值中心”向“个人价值中心”、从“弱联系”向“强联系”的两大转变,建构了顾客间互动行为的影响路径模型,进而对购后顾客间互动对顾客价值和企业价值的双重影响进行了剖析。

At present,most of the researches on the customer-to-customer interactions are focused on the consumption situation.However,the development of digital media technology has broken the limitation of time and space,expanding the relationships among customers.Different from the previous consumption process in which other customers are regarded as a whole,this study creatively divides other customers into three categories:potential customers,acquainted customers and other consumed customers who are not familiar to the focal customers,and uses grounded theory to analyze the differences of interactions among the three types of customers,so as to refine and summarize the types of customer interaction behavior after consumption.This paper points out the two“changes”of the specific connotation of the post-purchase customer-to-customer interactions are from“product value center”to“personal value center”and from“weak tie”to“strong tie”,and constructs the influence path model of the interaction behavior between customers,analyzing the dual influence of the interactions between customers after purchase on customer value and enterprise value.