摘要
在价值共创的情境下,顾客教育不仅能够帮助顾客明确他们所需要履行的角色和传递知识,而且成为促进顾客参与创新的重要手段。本研究以社会认知理论为基础,构建了顾客教育、创造力自我效能感和顾客参与创新的概念模型,实证结果表明,顾客教育对顾客参与创新有显著影响;创造力自我效能感在顾客教育和顾客参与创新关系间起中介作用;物质激励负向调节创造力自我效能感和顾客参与创新之间的关系;环境动荡性对顾客教育与顾客参与创新间关系的调节作用不显著。研究结论有助于深入理解顾客教育对顾客参与创新的作用机制,并为企业改进顾客教育活动、促进顾客参与创新行为提供相关建议。
With the acknowledgment customers are co-creators of value, customer education as crucial aspect of manage- ment of customer participation and innovation has come greater prominence. Based on social cognitive theory, this study constructed a conceptual model of customer education, creative self-efficacy and customer participation and innovation. The empirical results show that customer education have a significant impact on customer participation and innovation, creative self-efficacy is a mediator between customer education and customer participation and innovation, material incentives diminish the effect of customer education and possibly participation, the effect of environmental turbulence on customer education-customer participation and innovation is not significant. The research results help understand mechanism of customer education on customer participation and innovation, and provide relevant advice for enterprises to manage customer participation through customer education.
出处
《系统工程》
CSSCI
CSCD
北大核心
2016年第10期56-63,共8页
Systems Engineering
基金
国家自然科学基金资助项目(71172097)
关键词
顾客教育
创造力自我效能感
顾客参与创新
物质激励
环境动荡性
Customer Education
Creative Self-efficacy
Customer Participation and Innovation
Material Incentives
Environmental Turbulence
