顾客口碑价值之形成机理及其计量模型优化

从社会影响视角，推导出顾客口碑价值形成机理的概念模型，提出相应研究假设；采用问卷调查法，通过现场调查，收集到591份有效样本数据，以检验研究假设。实证结果表明：顾客口碑推荐对被推荐者和推荐者自身的购买行为具有不同的作用机制；并且，顾客口碑推荐均能促使被推荐者和推荐者为企业带来隐性收益(顾客成本和溢价能力的下降)和显性收益(顾客购买额的增加)。在实证研究基础上，进一步优化顾客口碑价值计量模型，并探讨研究结论的管理启示。

Research on the Formation Mechanism and Optimization Model of Customer Referral Value

From the perspective of social influence, this paper inferred the conceptual model of the formation mechanism of customer referral value, and gave several research hypotheses. And then, using questionnaire method, 591 valid copies of sample data were col ected to test the very research hypotheses by field surveying. The empirical results revealed that there are different effect mechanisms of WOM impact on purchase behavior between WOM sender and receiver, while WOM can cause both WOM sender and receiver bring intangible profit ( i. e. , the reduction of customer cost) as wel as tangible value(i. e. , the raise of customer purchases) for enter-prise. Based on the empirical research, the optimization of CRV model is discussed. Accordingly, several management implications are argued.