顾客参与的前因变量与结果效应
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摘要
随着顾客体验日益受到重视，人们开始重新审视经营哲学与价值创造方式，发现顾客不再只是产品的使用者，他们不仅成为企业重要的创新力量，也成为企业竞争优势的来源，顾客参与共同创造价值被视为未来竞争的主要模式，服务中顾客参与的作用也日益受到重视。然而，当前有关顾客参与的文献对其前因变量和结果的研究还不够深入，尤其对产业市场上组织顾客参与行为前因和后果的知识更加缺乏。
在上述背景下，本文基于服务占优逻辑理论、感知价值理论、独特性需求理论、最适宜刺激理论、风险感知理论和社会资本理论，建立了顾客参与的研究框架。采用多元维度下的研究方法进行了分析，具体来说，分别采用了深度访谈法分析组织顾客参与的形式、前因变量和结果，为模型构建提供组织顾客的实践依据；采用内容分析法对组织顾客的独特性需求这一前因变量进行了研究，为该变量的问卷测量提供了依据；采用实证数据分析的方法，分析组织顾客参与两个维度的前因，结果及中介效应。
本文通过深度访谈发现：第一，独特性需求、感知风险、信任和顾客知识这些消费者顾客参与的影响因素在组织顾客参与行为中同样存在。与消费者不同的是，消费者的感知风险具有绩效风险，时间风险，财务风险等多种表现形式，但组织顾客的感知风险仅有绩效风险得到验证，其它形式没有在访谈中出现。属于个人人格变量的独特性需求，在组织中主要表现为企业文化的需求，这一点与消费者层面独特性需求的表现迥然不同。第二，组织顾客价值由实用价值、象征价值和感知成本构成，个体消费者的体验价值在访谈中未得到验证。
本文实证数据显示：第一，在我国，组织顾客参与包括信息参与（CPI）和合作开发（CPC）两个维度。第二，从顾客自身的角度来看，顾客参与的影响因素包括顾客需求和顾客能力两方面。独特性需求、感知风险，信任和顾客知识是顾客参与的前因变量。第三，顾客参与对顾客价值具有提升作用。这种提升作用不仅表现为顾客参与有助于顾客实用收益和象征收益的增加，还通过显著降低组织顾客对感知成本的路径实现。第四，顾客参与在价值创造过程中具有中介传导作用。
本文借助仪式理论，应用内容分析法对组织顾客独特性需求的分析发现：与个体消费者一样，组织顾客也具有独特性需求，所不同的是，组织顾客的独特性需求表达的是围绕着企业文化的组织人格，可以用企业文化的塑造与传达进行测量。
本文的主要贡献在于：
第一，与现有的大多数顾客参与研究针对消费者展开不同，本研究以我国奖励旅游的开展为背景，以组织顾客样本对顾客参与行为的前因与后果进行了系统的实证研究，丰富和扩展了组织市场营销、顾客参与及顾客价值相关领域的理论和实证研究。
第二，独特性需求是消费者顾客参与的重要影响因素，但组织是否具有独特性需求，这一问题尚未见到系统的研究予以回答。本研究对组织顾客独特性需求的发现，对从组织视角来研究顾客参与问题具有较大的理论价值与启发性。
第三，通过内容分析本文提出，奖励旅游已经成为一种充满了符号象征性的企业仪式，成为组织文化传播与塑造的一种有效工具，这些象征性符号的营造正是企业文化传播的手段和仪式效力的发挥机制，这对企业文化理论中企业仪式相关理论进行了深化与拓展，同时也扩展了社会学仪式理论的应用范围。
Along with the arrival of the experience economy ages,customer experience has beenpaid more and more attention.With the focus on customer experience,customer participationhas been more and more important because of the new role of customer in the cocreationmanagement philosophy under which customer has been looed as an important innovatingforce and source of competitive Advantages. But the theoretical research on the antecedentsand consequence of customer participation was not yet deep enough and many problems needto be solved.,especialy that of consumer participation in business market.
Under above mentioned backgrounds,this paper established a research framework aboutcustomer participaton in the perspective of vallue cocreation on the service-centred dominanttheory, uniquness theory, optimum stimulation level theory,perceived risk theory,socialidentity theory and perceived value theory.Then, it studied on the antecedents andconsequences of customer participation in the case of incentive travel of China usinginterview,content analysis and emperical study.
The interview showed that need for uniqueness,perceived risk,trust and customerknowledge,were the antecedents of organizational buyer’s customer participation,andorganizational buyer’s customer value was composed of functional benefit,symbolic benefitand perceived cost.
The emperical study showed that consumer participation of organizational buyer werecomposed of CPI(Customer Participation as an Information Resource) and CPC(CustomerParticipation as a Codeveloper).Secondly,it showed that the antecedents of customerparticipation mainly included customer demands and customer abilities.In this paper need foruniqueness,perceived risk and trust were used for measuring the customer participationdrivers of customer demands,and customer knowledge was used for measuring the customerparticipation drivers of customer abilities. At last, the results showed that there wassignificant positive correlation between customer participation and customer values.Customerparticipation can not only improve the customer’s functional and symbolic benefits, but alsocan decrease customer’s perceived cost.
The content analyse showed that need for uniqueness was an important antecedents oforganizational participation which can be tested by the construction and experssion ofcoperate cultrue.
The major contribution were as follows:
Firstly, this paper studied on the customer participation in B2B market from the case of Chineses incentive travel. Theoretical and empirical study on the antecedents andconsequence of organization client’s customer participation behaviour which enriches andexpands the theories and empirical research in the field of B2B marketing,customerparticipation and customer value.
Secondly,need for uniqueness was an important antecedents of customer participation inB2C market.However,if organizational buyer had this need was not yet clearlyanswered.This research found the organizational buyer had the need for uniqueness and canbe measured by the shaping and expressing of corporate culture in empirical study which hadimportant theoretical value for the future research on the organization client’s participationneeds.
At last,this paper concluded the productive nature of incentive travel was realized by thesymbolic signs of “spirit-charging”“insider culture”“collective consciousness”and “powerposition” which made incentive travel being a Ritual full of symbolic signs which enrichedand expanded the theories of corporate ritual and application scope of Sociology ritual theory.
在上述背景下，本文基于服务占优逻辑理论、感知价值理论、独特性需求理论、最适宜刺激理论、风险感知理论和社会资本理论，建立了顾客参与的研究框架。采用多元维度下的研究方法进行了分析，具体来说，分别采用了深度访谈法分析组织顾客参与的形式、前因变量和结果，为模型构建提供组织顾客的实践依据；采用内容分析法对组织顾客的独特性需求这一前因变量进行了研究，为该变量的问卷测量提供了依据；采用实证数据分析的方法，分析组织顾客参与两个维度的前因，结果及中介效应。
本文通过深度访谈发现：第一，独特性需求、感知风险、信任和顾客知识这些消费者顾客参与的影响因素在组织顾客参与行为中同样存在。与消费者不同的是，消费者的感知风险具有绩效风险，时间风险，财务风险等多种表现形式，但组织顾客的感知风险仅有绩效风险得到验证，其它形式没有在访谈中出现。属于个人人格变量的独特性需求，在组织中主要表现为企业文化的需求，这一点与消费者层面独特性需求的表现迥然不同。第二，组织顾客价值由实用价值、象征价值和感知成本构成，个体消费者的体验价值在访谈中未得到验证。
本文实证数据显示：第一，在我国，组织顾客参与包括信息参与（CPI）和合作开发（CPC）两个维度。第二，从顾客自身的角度来看，顾客参与的影响因素包括顾客需求和顾客能力两方面。独特性需求、感知风险，信任和顾客知识是顾客参与的前因变量。第三，顾客参与对顾客价值具有提升作用。这种提升作用不仅表现为顾客参与有助于顾客实用收益和象征收益的增加，还通过显著降低组织顾客对感知成本的路径实现。第四，顾客参与在价值创造过程中具有中介传导作用。
本文借助仪式理论，应用内容分析法对组织顾客独特性需求的分析发现：与个体消费者一样，组织顾客也具有独特性需求，所不同的是，组织顾客的独特性需求表达的是围绕着企业文化的组织人格，可以用企业文化的塑造与传达进行测量。
本文的主要贡献在于：
第一，与现有的大多数顾客参与研究针对消费者展开不同，本研究以我国奖励旅游的开展为背景，以组织顾客样本对顾客参与行为的前因与后果进行了系统的实证研究，丰富和扩展了组织市场营销、顾客参与及顾客价值相关领域的理论和实证研究。
第二，独特性需求是消费者顾客参与的重要影响因素，但组织是否具有独特性需求，这一问题尚未见到系统的研究予以回答。本研究对组织顾客独特性需求的发现，对从组织视角来研究顾客参与问题具有较大的理论价值与启发性。
第三，通过内容分析本文提出，奖励旅游已经成为一种充满了符号象征性的企业仪式，成为组织文化传播与塑造的一种有效工具，这些象征性符号的营造正是企业文化传播的手段和仪式效力的发挥机制，这对企业文化理论中企业仪式相关理论进行了深化与拓展，同时也扩展了社会学仪式理论的应用范围。
Along with the arrival of the experience economy ages,customer experience has beenpaid more and more attention.With the focus on customer experience,customer participationhas been more and more important because of the new role of customer in the cocreationmanagement philosophy under which customer has been looed as an important innovatingforce and source of competitive Advantages. But the theoretical research on the antecedentsand consequence of customer participation was not yet deep enough and many problems needto be solved.,especialy that of consumer participation in business market.
Under above mentioned backgrounds,this paper established a research framework aboutcustomer participaton in the perspective of vallue cocreation on the service-centred dominanttheory, uniquness theory, optimum stimulation level theory,perceived risk theory,socialidentity theory and perceived value theory.Then, it studied on the antecedents andconsequences of customer participation in the case of incentive travel of China usinginterview,content analysis and emperical study.
The interview showed that need for uniqueness,perceived risk,trust and customerknowledge,were the antecedents of organizational buyer’s customer participation,andorganizational buyer’s customer value was composed of functional benefit,symbolic benefitand perceived cost.
The emperical study showed that consumer participation of organizational buyer werecomposed of CPI(Customer Participation as an Information Resource) and CPC(CustomerParticipation as a Codeveloper).Secondly,it showed that the antecedents of customerparticipation mainly included customer demands and customer abilities.In this paper need foruniqueness,perceived risk and trust were used for measuring the customer participationdrivers of customer demands,and customer knowledge was used for measuring the customerparticipation drivers of customer abilities. At last, the results showed that there wassignificant positive correlation between customer participation and customer values.Customerparticipation can not only improve the customer’s functional and symbolic benefits, but alsocan decrease customer’s perceived cost.
The content analyse showed that need for uniqueness was an important antecedents oforganizational participation which can be tested by the construction and experssion ofcoperate cultrue.
The major contribution were as follows:
Firstly, this paper studied on the customer participation in B2B market from the case of Chineses incentive travel. Theoretical and empirical study on the antecedents andconsequence of organization client’s customer participation behaviour which enriches andexpands the theories and empirical research in the field of B2B marketing,customerparticipation and customer value.
Secondly,need for uniqueness was an important antecedents of customer participation inB2C market.However,if organizational buyer had this need was not yet clearlyanswered.This research found the organizational buyer had the need for uniqueness and canbe measured by the shaping and expressing of corporate culture in empirical study which hadimportant theoretical value for the future research on the organization client’s participationneeds.
At last,this paper concluded the productive nature of incentive travel was realized by thesymbolic signs of “spirit-charging”“insider culture”“collective consciousness”and “powerposition” which made incentive travel being a Ritual full of symbolic signs which enrichedand expanded the theories of corporate ritual and application scope of Sociology ritual theory.
引文
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