摘要
本文立足于社会化媒体情境界定顾客共创体验价值的内涵与维度、开发全面而科学的测量量表,并验证量表信效度及其多层次影响效应。首先,基于相关文献界定社会化媒体情境下顾客共创体验价值的内涵,并使用扎根理论方法分析了3家典型企业在其社会化媒体站点的话题数据(n=65896),从而形成由4个二级维度(精神价值、赋能价值、实用价值和享乐价值)和11个一级维度构成的多层次理论构思。其次,依据扎根理论研究结论并借鉴相关测量量表编写测量题项,开发初始量表。最后,验证量表信效度及顾客共创体验价值的多层次影响效应,分别进行了量表检验(n=350)和影响效应检验(n=472)。结果表明,顾客共创体验价值量表具有良好的信度和效度,且其4个维度对品牌资产存在差异化的积极影响。本文拓展了顾客价值理论,深化了数字技术环境下的顾客共创研究,也对商业模式创新及品牌资产领域做出了理论贡献。
Based on the context of social media, this paper defines the connotation and dimensions of customer co-creation experience value, develops a comprehensive and scientific measurement instrument and validates its reliability and validity, and examines the multilevel effects of this customer co-creation experience value construct. Firstly, drawing on the relevant literature, we define the connotation of customer co-creation experience value in a social medial context. We employ the grounded theory methodology to analyze the customer data from the social media sites of three typical enterprises(n=65896). A multi-level theoretical construct of customer co-creation experience value is developed, which is composed of 4 second-order dimensions(spiritual value, empowered value, pragmatic value, and hedonic value) and 11 first-order dimensions. Secondly, based on the findings derived from the grounded theory research and the existing measurements, we create the items and develop the initial measurement instrument. Finally, we conduct the first-round of survey(n=350) to validate the reliability and validity of this measurement instrument, and the second-round of survey(n=472) to examine the multi-level effects of this customer co-creation experience value construct. The results indicate that the measurement instrument of this construct has good reliability and validity, and its 4 dimensions generate differentiated and positive influences on brand equity. This paper extends the customer value theory, contributes to the customer co-creation research in the digital technology environment, and makes theoretical contributions to the fields of business model innovation and brand equity.
作者
张洪
江运君
鲁耀斌
邓朝华
Zhang Hong;Jiang Yunjun;Lu Yaobin;Deng Zhaohua(School of Management,Wuhan Univrrsity of Science and Technology;School of Management,Huazhong University of Science and Technology)
出处
《管理世界》
CSSCI
北大核心
2022年第2期150-168,共19页
Journal of Management World
基金
国家自然科学基金面上项目“面向全场景智能服务的价值共创模式演变及优化研究”(基金号:72172111)
国家社会科学基金重大项目“基于大数据的智能化社会治理监测、评估与应对策略研究”(基金号:18ZDA109)的资助。
关键词
社会化媒体
顾客共创体验价值
扎根理论
品牌资产
social media
customer co-creation experience value
grounded theory
brand equity
