顾客价值共创参与行为对购买意愿的影响机理

创造价值是企业获取竞争优势的源泉，提升顾客价值是企业关注的重要问题。服务主导逻辑认为，顾客可以参与价值的创造。基于服务主导逻辑，构建信息搜寻、信息共享、人际互动、责任行为对顾客购买意愿的影响模型，通过验证性因素分析、相关性分析、多元回归分析等方法进行验证，结果显示：顾客价值共创参与行为对购买意愿具有显著的正向影响，但各维度对顾客购买意愿的贡献存在差异；顾客体验在顾客价值共创参与行为与购买意愿之间起部分中介作用：信息搜寻和责任行为对顾客体验有显著的正向影响，而信息共享和人际互动对顾客体验没有显著影响；顾客体验在信息搜寻和责任行为与购买意愿之间起部分中介作用，但顾客体验在信息共享和人际互动与购买意愿之间的中介作用不成立。

The Influence Mechanism of Customer Value Co-creation Participation Behavior on Purchase Intention

Based on the service-dominant logic， this paper introduces customer experience and explores the influence mechanism of customer value co-creation participation behavior on purchase intention by constructing an impact model of information search， information sharing， interpersonal interaction， and responsible behavior on customer purchase intention. Through confirmatory factor analysis， correlation analysis， multiple regression analysis of the 169 effective questionnaires from mobile phone consumers， we find out that customer value co-creation participation behavior has a significant positive impact on purchase intention， each dimension of customer value co-creation participation behavior contributing differently to customer purchase intention， that customer experience plays an intermediary role in the relationship between customer value co-creation participation behavior and purchase intention， and that information search and responsibility behavior have significantly positive influence on purchase intention， while information sharing and interpersonal interaction have no significant influence on purchase intention. Information search and responsibility behavior have a significantly positive impact on customer experience， while information sharing and interpersonal interaction have no significant impact on customer experience. Customer experience plays an intermediary role between information search and responsibility behavior and purchase intention， but not between information sharing and interpersonal interaction and purchase intention.