| 基于独特性需要调节作用的顾客参与研究 |
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| 引用本文： | 张明立,贾薇,王宝.基于独特性需要调节作用的顾客参与研究[J].管理工程学报,2011,25(2). |
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| 作者姓名： | 张明立 贾薇 王宝 |
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| 作者单位： | 张明立,ZHANG Ming-li(北京航空航天大学经济管理学院,北京,100083);贾薇,JIA Wei(北京林业大学经济管理学院,北京,100083;哈尔滨工业大学经济管理学院,黑龙江,哈尔滨,150001);王宝,WANG Bao(哈尔滨工业大学经济管理学院,黑龙江,哈尔滨,150001) |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 在有关顾客参与的研究中过于强调顾客参与对顾客满意的影响,以及企业对顾客参与结果的影响.但顾客参与的结果不仅取决于顾客外部因素,还取决于独特性需要这样的顾客内部因素.为揭示独特性需要对顾客参与过程的重要性,本文以独特性需要作为调节变量来考察它在顾客参与活动中对顾客价值创造和满意的影响.在此基础上,运用结构方程模型展开实证研究,研究结果表明,顾客参与对顾客价值的创造有显著正向影响;独特性需要对于顾客参与的价值创造结果确实存在着积极的调节作用.针对研究结论,本文提出了相应的管理对策和研究展望.
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| 关 键 词： | 顾客参与 顾客价值 顾客满意 独特性需要 |
The Moderating Role of Consumers' Needs on the Relationship between Customer Demand for Uniqueness and Customer Value Creation |
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| ZHANG Ming-li,JIA Wei,WANG Bao.The Moderating Role of Consumers' Needs on the Relationship between Customer Demand for Uniqueness and Customer Value Creation[J].Journal of Industrial Engineering and Engineering Management,2011,25(2). |
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| Authors: | ZHANG Ming-li JIA Wei WANG Bao |
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| Institution: | ZHANG Ming-li1,JIA Wei2,3,WANG Bao3(1.School of Economics and Management,Beijing University of Aeronautics & Astronautics,Beijing,100083,China,2.School of Economics and Management,Beijing Forestry University,Beijing 100083,3.School of Economics and Management,Harbin Institute of Technology,Harbin,150001,China) |
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| Abstract: | The current marketing literature emphasizes on the importance of behavioral congruence of customers,but neglects the reality of behavioral non-uniformity.Behavior non-uniformity asserts that customers behave differently because customers are susceptible to unique needs and the influence of other consumers for impulse behaviors.A customer's unique needs are embedded in the consumption process.Depending on the demand for unique needs,customers would exhibit different behaviors and participate in the consumpti... |
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| Keywords: | Customer Participation Customer Value Customer Satisfaction Consumers' Need for Uniqueness |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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