顾客参与对顾客价值感知的影响研究——以女性减肥计划为例

文章从顾客与企业的交互层面上分析构建了顾客参与前因要素与顾客顾客参与结果的整合模型，考察了顾客参与对顾客价值感知的影响。对30家女性养生会所和减肥俱乐部的480名女性减肥顾客的调查问卷，运用结构模型的方法对数据进行处理。通过实证研究发现，顾客的参与显著地影响了顾客的价值感知，且呈正相关关系，顾客参与通过功能性价值来间接影响情感性价值和社会性价值。本文最后对该研究在企业管理方面的意义以及未来的研究方向做了展望。

Customer Perspective and Customer Participation Impact on Customer Value Perception：Taking the Female Weight Loss Plan as an Example

This paper is based on the customer perspective, analysing the interaction between customers and enterprises. It constructs the integrated model of antecedents of customer participation in the elements and customer participation, and observes the effect of customer participation on perceived value. The empirical study found that customer participation had a significant impact on customer perceived value, and they kLad positive correlation relationship. The study also found that customer participation affect the emotional val- ue and social value indirectly through functional value. The paper finally makes a prospect to the signifi- cance of the research in the aspect of enterprise management and future research directions.