摘要
互联网的迅猛发展改变了传统交易模式下基于厂商权利的营销思维,互联网时代,消费者拥有更多信息、更多选择,行使权利的机会逐渐增加。为此,应突破以往研究局限,基于主体价值视角研究顾客公民行为。文章基于社会交换理论和"评价-情感-应对"模式,构建体验价值、顾客承诺与顾客公民行为相互作用的理论模型,对727个有效样本数据进行分析发现,效率价值和审美价值对顾客公民行为具有显著正向影响;计算性承诺和情感性承诺在体验价值对顾客公民行为的影响中存在中介作用;与计算性承诺对顾客公民行为的影响相比,情感性承诺对顾客公民行为的影响更大。因此,互联网时代,为更好地完善产品和服务设计,激发顾客公民行为,网络零售商应重视计算性承诺对顾客公民行为的保健性驱动作用,提供具有效率价值的产品和服务;应重视情感性承诺对顾客公民行为的激励性驱动作用,提升消费者审美价值。
The rapid development of Internet changed the traditional thinking pattern of marketing; in the era of Internet, consumers have more information and choices and more opportunities to exercise their rights. So, we should breakthrough the limitations on study and carry out research on customer citizenship behavior from customer principal part perspective. This study remedies the shortfall of ＂Stimulate-Organism-Response＂ paradigm which exists in explaining the mechanism of customer citizenship behavior by constructing the theoretical model of experiential value, customer commitment and customer citizenship behavior. Through data analysis of 727 effective sample cases, the authors find that efficiency value has significant positive effect on calculative commitment and affective commitment; Service excellence value, aesthetic value and playfulness value have significant positive effect on affective commitment; compared with the impact of calculative commitment on customer citizenship behavior, the impact of affective commitment on customer citizenship behavior is stronger; calculative commitment and affective commitment have partly mediating effect on the relationship between experiential value and customer citizenship behavior. So, in the ear of Internet, to better perfect design of product and service and arouse customer citizenship behavior, the online retails should pay more attention to the hygienical role of calculative commitment in driving customer citizenship behavior and provide more products and service with efficiency and value; they should also pay more attention to the incentive role of affective commitment in driving customer citizenship behavior and improve the aesthetic value of customers.
出处
《中国流通经济》
CSSCI
北大核心
2015年第9期114-121,共8页
China Business and Market
基金
黑龙江大学青年科学基金项目"网络环境下基于体验价值的顾客公民行为研究"(项目编号:QW201303)
黑龙江大学博士启动基金"互惠和认同双重视角下网购顾客公民行为形成机理研究"的研究成果之一
关键词
体验价值
计算性承诺
情感性承诺
顾客公民行为
experiential value
calculative commitment
affective commitment
customer citizenship behavior
作者简介
孙乃娟（1982-），女，山东省龙口市人，黑龙江大学经济与工商管理学院教师，博士，主要研究方向为体验营销、顾客公民行为
李辉（1984-），男，山东省菏泽市人，中国人民公安大学公安管理学院教师，博士，主要研究方向为公安管理、企业社会责任。
