任务导向还是社交导向?在线定制信息交互内容特征对顾客参与表现的影响研究

Task-oriented or Social-oriented?Effects of Content Characteristics of Information Interaction on Customers’Participation Performance in Online Customization

在线定制信息交互是企业征集顾客需求的主要方式,信息交互内容设计对引导顾客积极参与在线定制社区并提高参与表现有重要意义。本文基于刺激-机体-反应(S-O-R)理论框架建立了信息交互内容特征对顾客参与表现的影响机制模型。基于目标导向理论及心象理论提出了信息交互的内容特征,讨论了目标导向类型、顾客体验价值、参与表现之间的相互关系,同时考虑了内容特征中文本型心象唤醒的调节作用。本文首先采用2(目标导向类型:任务导向vs.社交导向)×2(文本型心象唤醒:有产品功能描述vs.无产品功能描述)组间实验研究检验了内容特征如何通过顾客体验价值影响参与表现,然后基于海尔定制社区数据验证了内容特征对顾客参与表现的影响。结果表明,目标导向类型对顾客体验价值和参与表现都有差异性的影响作用;顾客的体验价值对参与表现具有积极的影响作用;同时,文本型心象唤醒对目标导向类型与体验价值、参与表现的关系都具有显著的调节作用。

Information interaction in online customization helps companies to solicit customer needs.The design of information interaction content has significant implications for guiding customers to actively participate in online customization communities and improve participation performance.Based on stimulus-organism-response(S-O-R)theory,this paper proposes a model to depict the influence of content characteristics of information interaction on customers’participation performance.This paper also discusses the interrelationships among goal orientation,customers’experience value and participation performance.The moderating effect of text-based mental imagery is also considered.A 2(goal orientation type:task-oriented vs.social-oriented)×2(text-based mental imagery:present vs.absent)between-subjects experiment is conducted to validate how content characteristics affect participation performance through customers’experience value.Then,Haier’s community data is used to validate the impact of content characteristics on customers’participation performance.The results show that goal orientation type has varying effects on the customer’s experience value and participation performance;customer’s experience value has a positive effect on their participation performance;lastly,the impact of goal orientation type on experience value and participation performance is moderated by text-based mental imagery.