技术赋能视角下消费者参与的演进研究

被引：7

作者：

刘海龙

梁丽娜

机构：

[1] 北京工商大学商学院

来源：

技术经济与管理研究 | 2019年 / 04期

关键词：

技术赋能; 消费者参与; 在线参与; 互动参与; 数字化参与;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

消费者参与一直都是学术研究的热点,随着网络技术的发展,消费者参与的渠道和途径越来越丰富,能够参与的环节也越来越多,文章梳理了国内外的相关文献,对互联网技术应用前后消费者参与行为进行研究。首先从技术发展的视角将消费者参与行为划分为三个阶段,即无网络技术影响的传统消费模式下,消费者主动参与服务的生产传递、极少数特殊消费者被动参与产品研发阶段;Web2.0环境中特殊消费者主动参与创新,在虚拟品牌社区中参加价值共创阶段;移动互联网背景下,消费者主动参与产品营销或通过数字化方式被动参与企业决策阶段,并对每个阶段的特征进行剖析及对比,最后对未来研究方向进行展望,以期为后续深入研究提供参考。

引用

页码：71 / 78

页数：8

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