企业支持行为有利于顾客参与价值创造吗?——来自在线定制行业的实证分析

企业支持行为对顾客参与价值共创作用的研究主要聚焦于企业支持行为对顾客参与共创水平的影响,而对顾客参与和服务结果之间关系的作用分析较少,也忽视了在线共创情景中顾客对服务结果贡献归因的差异。本研究以归因理论为基础,探讨在线价值共创过程中企业支持行为的作用,通过322份在线定制行业的顾客问卷分析,得出结论:在线共创情景中,顾客参与通过增强体验价值来提高服务满意度;感知企业支持在顾客参与和体验价值之间有显著负向调节作用;顾客对自身参与表现的满意程度和感知企业支持在顾客参与和体验价值之间有显著的联合调节效应,即顾客对自身参与表现的满意程度弱化了感知企业支持的调节效应。

Is Company Support Beneficial to Customer Participation Value Creation?An Empirical Analysis from Online Customization Industry

The research on the effect of corporate support behavior on customer participation value co-creation mainly focuses on the impact of corporate support behavior on customer participation and co-creation level,while the effect analysis of the relationship between customer participation and service results is less,and the difference of customer contribution attribution to service results in online co creation scenario is ignored.Based on attribution theory,this study explores the role of corporate support behavior in the process of online value co-creation.Through the analysis of 322 customer questionnaires in the online customization industry,it is concluded that:in the online co-creation scenario,customer participation improves service satisfaction by enhancing experience value;perceived enterprise support has a significant negative regulatory role between customer participation and experience value;customer satisfaction with their participation performance and perceived enterprise support have a significant role between customer participation and experience value,that is,customer satisfaction with their participation weakens the moderating effect of perceived enterprise support.