体验价值驱动下网购顾客公民行为形成机制研究

本文基于社会交换理论和“评价－情感－应对”模式理论，从顾客主体价值视角切入，通过构建体验价值、顾客承诺与顾客公民行为相互作用的理论模型，弥补了“S－O－R”旧有范式在解释顾客公民行为生成机制方面的不足。通过对727个有效样本数据的研究发现，效率价值对计算性承诺和情感性承诺均具有显著正向影响；服务卓越价值、审美价值和趣味性价值对情感性承诺具有显著正向影响；相比于计算性承诺对顾客公民行为的影响，情感性承诺对顾客公民行为三维度的影响更强；计算性承诺和情感性承诺在体验价值与顾客公民行为的关系中存在部分中介效应。研究结论为探讨顾客主体视角下顾客公民行为的生成机制提供了新的理论支持，也为我国网络零售商的网络营销实践提供了决策依据。

A Study on the Formation Mechanism of Online-shopping Customer Citizenship Behavior Driven by Experiential Value

Based on the Social Exchange Theory and the“Appraisal-Emotional Response-Coping” Mode, this study ex-plores customer citizenship behavior from the perspective of customers’subject value, Findings of the data analysis of 727 ef-fective sample cases are as follows:The efficiency value has positive effect on calculative commitment and affective commit-ment;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 greater;Calculative commitment and affective commitment have partial mediating effect on the relationship between experiential value and customer citizenship behavior.The research results provide new theoretical basis for exploring the mechanism of customer citizenship behavior from the pespective of customer subject value.