摘要
在电子服务环境下如何实现价值共创是当今服务型企业需要思考的重要问题,服务主导逻辑虽然通过命题的形式勾勒出了价值共创的逻辑框架,但仍然存在局限性。一方面,这些命题仅描述了价值共创的首尾环节,并未对它们进行操作性定义和测量,也没有阐明其中是否存在能够发挥桥梁作用的因素;另一方面,这些命题仅从一般性的角度对价值共创进行阐述,但是将它们置于电子服务环境时,就显得不够精准。因此,电子服务价值共创的"黑箱"尚未完全被打开。基于服务主导逻辑与任务技术匹配理论整合的视角,将顾客与技术的人机交互、顾客感知电子服务价值识别为电子服务价值共创的首尾环节,考虑任务技术匹配、电子服务质量在其中发挥的桥梁作用,构建概念模型,对634名网上银行用户进行问卷调查,运用Mplus软件和Monte Carlo Simulation Procedure等方法开展实证研究。研究结果表明,电子服务环境下的人机交互是由技术功能性、顾客技术准备度、任务常规性3个基本因素和技术功能性与顾客技术准备度的交互、技术功能性与任务常规性的交互两个核心因素构成的有序统一体,任务技术匹配不但在3个基本因素对电子服务价值的正向作用以及技术功能性与任务常规性的交互这一核心因素对电子服务价值的负向作用中独立发挥中介作用,还与电子服务质量共同在这些关系中发挥连续中介作用。从理论层面讲,研究结果解答了电子服务价值共创的触发点"是什么"和"怎么样"两个基础性问题,并通过引入任务技术匹配、电子服务质量两个中间环节,打开电子服务价值共创的"黑箱",推动服务主导逻辑、任务技术匹配理论在电子服务环境下繁衍和深化,对于电子服务型企业优化服务接触环境、转变员工角色、与顾客共创价值具有一定的指导意义。
Realizing value co-creation in the electronic service context is a critical issue that must be addressed for current service firms. While the service dominant logic theory has been used in prior literatures to provide specific statements and conceptual frameworks of value co-creation, this theory is highly confined to the descriptions of the means and ends of the co-creatian value chain, and it remains limited by the fact that the operationalization of concepts, measurements of variables and the moderating effects of some factors are not well identified in some prior literatures. Besides, the theoretical frameworks and the specific statements presented in some prior literatures are not quite fit to the context of electronic service. This paper aims to reinterpret the service dominant logic and propose a new model to unlock the ＂black box＂ of value co-creation in the electronic service context. From the lens of the service dominant logic and the task-technology fit theory, we develop and empirically validate a theoretical model that incorporates the human-computer interaction and the customer perceived electronic service value, as well as the mediating effects of task-technology fit and electronic service quality. 634 online banking customers are chosen as samples for survey information. Mplus and Monte Carlo Simulation Procedure are used for the empirical analysis. Our findings reveal that the service encounter based on human-computer interaction in the electronic service environment is comprised by three basic factors （i. e. technology functionality, customer technology readiness and task routines） and two core factors （i. e. the interaction between technology functionality and customer technology readiness, and the interaction between technology functionality and task routines）. Not only does task-technology fit take the independent mediating role in the positive influences of three basic factors or the negative influence of a core factor （ i. e. the interaction between technology functionality
作者
李雷
简兆权
杨怀珍
LI Lei JIAN Zhaoquan YANG Huaizhen(School of Management, Guilin University of Technology, Guilin 541004, China Research Center of Modern Enterprises Management, Guilin University of Technology, Guilin 541004, China School of Business Administration, South China University of Technology, Guangzhou 510640, China School of Business, Guilin University of Electronic Technology, Guilin 541004, China)
出处
《管理科学》
CSSCI
北大核心
2016年第5期15-30,共16页
Journal of Management Science
基金
国家自然科学基金(71272132
71562008)
广西社会科学规划项目(15BGL010)
广西高校人文社会科学重点研究基地基金资助项目(15YB002)~~
关键词
人机交互
电子服务价值
服务主导逻辑理论
任务技术匹配理论
理论整合
human-computer interaction
electronic service value
service dominant logic theory
task-technology fit theory
theory integration
