顾客参与价值共创对顾客忠诚的影响——基于互联网+大规模定制模式的研究

在互联网+大规模定制成为智能制造发展的趋势下，鼓励顾客参与互联网+大规模定制价值共创已成为制造企业转型的当务之急。文章以参与互联网+大规模定制的消费者为研究对象，探讨互联网+大规模定制模式下顾客参与价值共创对顾客忠诚的作用机理，构建了顾客参与价值共创对顾客忠诚影响的理论模型，并利用结构方程模型进行假设检验。研究发现，互联网+大规模定制模式下的信息交流通过功能价值、情感价值对顾客忠诚产生积极的影响，顾客干涉行为通过经济价值、功能价值、情感价值对顾客忠诚产生积极的影响，顾客共创体验价值对互联网+大规模定制模式下顾客参与价值共创及顾客忠诚起到中介作用。该结论为大规模定制企业利用互联网引导顾客参与价值共创提供了理论指导。

The Influence of Customer Participation in Internet Plus Mass Customization Value Co-creation on Customer Loyalty

Under the trend of Internet plus mass customization becoming the development of intelligent manufacturing, encouraging customers to participate in the Internet plus mass customization value creation has become a top priority for the transformation of manufacturing enterprises. Taking Internet plus mass customization consumers as the research object, this paper explores the Internet plus mass customization customer participation mechanism to create value for the customer loyalty. The theoretical model of customer participation in customer loyalty is constructed, and the structural equation model is used to test the hypothesis. Research found that information exchange has a positive impact on customer loyalty through the functional and emotional value. Customer interference behavior has a positive impact on customer loyalty through the economic, functional and emotional value. Customer experience to create value plays an intermediary role on customer participation in mass customization and customer loyalty. This conclusion provides theoretical guidance for mass customization enterprises to use the Internet to guide customers to participate in value creation.