数字生态系统对客户体验的影响及边界条件研究——一个有调节的中介效应模型

The Impact of Digital Ecosystems on Customer Experience and Its Boundary Conditions:A Moderated Mediation Effect Model

客户体验是面向终端用户数字生态系统的核心竞争力。目前,客户体验研究主要集中于组织和个体层面,关于数字生态系统层面客户体验的研究较少。在数字生态系统背景下,基于SPP理论框架,构建一个有调节的中介效应模型,利用车联网领域数字生态系统匹配数据检验该理论模型。研究发现:①数字能力子维度及整体构念对客户体验具有显著正向影响,并通过商业模式创新、产品服务创新间接影响客户体验;②制度逻辑正向调节数字能力与创新的关系,系统治理正向调节商业模式创新与客户体验的关系。探究制度和治理因素作为情境变量对客户体验的影响,可弥补数字生态系统对客户体验影响机制研究的不足,进而完善客户体验法理网络。

With the development of the digital economy,the digital ecosystem has become an important form of digital development in various industries.Especially in the automotive industry,through the digital ecosystem,automobiles provide users with an immersive experience with multiple terminals,rich scenarios and seamless connections.In the context of digitalization and intelligence,customer experience is a key indicator for the design,evaluation,and development of a terminal-oriented digital ecosystem,and has become an important factor influencing consumer choice in addition to price,brand,and performance.However,there is insufficient knowledge in the existing research about the impact of digital ecosystems on customer experience and the boundary conditions of this impact.Research on customer experience mainly focuses on the organizational and individual levels,and research on customer experience at the digital ecosystem level is relatively scarce.Even in the field of service ecosystem research,which focuses on the phenomenological experience related to user value formed in the process of resource integration,the impact of related factors on customer experience at the ecosystem level has not been analyzed in depth.Against this backdrop,this study examines the impact of the digital ecosystem on customer experience and its boundary conditions.Specifically,it takes the Source-Position-Performance(SPP)framework,widely used in marketing,as a theoretical framework.Following the logic of"sources of advantage—positional advantages—performance outcomes",the study proposes that digital capabilities are the sources of advantage in digital ecosystems,digital capabilities-driven innovation helps digital ecosystems establish positional advantages,and the sources of advantage and positional advantages influence the performance outcome of digital ecosystems-customer experience,thus building a moderated mediating effect model.In order to validate the theoretical model,this study selects digital ecosystems in the field of Internet of Vehicles as the research object.In terms of development speed and market size,the automotive industry has become a leading industry in the development of the digital ecosystem.The development of the digital ecosystem of smart cars is also a significant embodiment of the high-quality development of China's intelligent connected cars and manufacturing industry,and thus it is of great practical significance to choose it as a research object.The study uses questionnaires to collect data and distributes questionnaires to smart car users and employees of smart car manufacturing enterprises.Then,the customer data is matched with the enterprise data,and finally,316 matched data of 22 smart car digital ecosystems are obtained.According to the empirical analysis of digital ecosystems in the field of Internet of Vehicles,the study finds that the sub-dimensions and overall constructs of digital capabilities have a significant positive impact on customer experience.Innovation plays a mediating role between digital capabilities and customer experience.Digital capabilities can indirectly affect customer experience through two types of innovation:business model innovation and product-service innovation,in which the mediating effect of product-service innovation is greater than that of business model innovation,and the two mediating effects are significantly different.Contextual factor analysis reveals that,on the one hand,institutional logic positively moderates the relationship between digital capability and innovation;the more community-oriented the institutional logic followed by the core digital ecosystem enterprises tends to be,the greater the positive impact of digital capabilities on business model innovation and product service innovation.On the other hand,when system governance exceeds a certain level,it can positively moderate the relationship between business model innovation and customer experience;when the level of system governance is low,the moderation effect is not significant.This study examines the influence of capability,innovation,and governance factors on customer experience at the ecosystem level.It goes beyond the limitations of micro-studies and contributes to the understanding of customer experience formation at a broader level.It makes up for the lack of research on the influence mechanisms of related factors on customer experience at the ecosystem level,and completes the nomological network of customer experience.In addition,this study makes a theoretical contribution to the management of customer experience by demonstrating the need to move from touchpoints and consumption processes to the ecosystem level of customer interaction with the system environment.