产品创新社区不同级别顾客的价值共创行为研究——以MIUI社区为例

被引：31

作者：

严建援

乔艳芬

秦凡

机构：

[1] 南开大学商学院

来源：

管理评论 | 2019年 / 31卷 / 02期

关键词：

产品创新社区; 价值共创; 使用与满足理论; 解释水平理论; 普通顾客和特殊顾客;

D O I：

10.14120/j.cnki.cn11-5057/f.2019.02.002

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

企业将顾客作为产品创新的一个重要来源,但是在产品创新社区中不同级别的顾客价值共创动机有何差异目前尚缺乏有针对性的研究。本文以MIUI论坛社区为背景,基于使用与满足理论,提出顾客共创价值的影响因素,引入解释水平理论,建立不同级别(普通顾客和特殊顾客)的顾客需求动机对共创价值影响的假设模型。研究发现认知需求、享乐需求对普通顾客和特殊顾客的共创意愿均有显著影响,而个人整合需求和社会整合需求对特殊顾客的共创意愿有显著影响,反而对普通顾客的共创价值意愿没有显著影响。

引用

页码：58 / 70

页数：13

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