摘要
在顾客间沟通方式的研究中,以往学者对于从时间维度上进行分类并进而探究不同的沟通方式对顾客感知体验和行为意愿等的影响少有涉足。为此,探究同步沟通和异步沟通两种沟通方式对顾客心流体验的影响差异以及其间的心理加工机制,是对顾客沟通理论缺口的一个必要的补充。研究表明,消费者在同步沟通的情境下能够产生更强的心流体验;自我表露和心理距离在沟通方式与消费者心流体验中起部分中介作用。具言之,消费者在同步沟通的情形下更愿意进行自我表露,从而产生更强的心流体验;同样,在同步沟通情形下,消费者所感知的与其他用户的心理距离更小,由此产生更强的心流体验。研究结果丰富了营销沟通与顾客体验理论,对实施客户关系管理具有现实意义。
In the study of communication methods between customers,previous scholars have little involvement in categorizing from the time dimension and exploring the influence of different communication methods on customer flow experience and behavioral willingness. Therefore,it is a necessary supplements to the customer communication theory gap to explore the different impact of two communication methods of synchronous communication and asynchronous communication on the customer’s flow experience and to analyze the psychological processing mechanism. The result shows that consumers can generate a stronger experience of heart flow in the context of synchronous communication;self-disclosure and psychological distance play a partial intermediary role in communication and consumer flow experience. In other words,consumers are more willing to self-disclose in the case of synchronous communication,resulting in a stronger experience of heart flow. Likewise,in the case of synchronous communication,the psychological distance perceived by consumers is less than that of other users,which could produce a stronger flow experience. This research results enriches the marketing communication and customer experience theory,and has practical significance for implementing customer relationship management.
作者
朱辉煌
柯俊育
Zhu Hui-huang;Ke Jun-yu(Business School,Sun Yat-sen University,Guangzhou 510275,China)
出处
《税务与经济》
CSSCI
北大核心
2019年第1期25-33,共9页
Taxation and Economy
基金
国家自然科学基金面上项目"基于价值共创与顾客旅程的在线品牌社区顾客互动
顾客体验及社区绩效机制研究"(项目编号:71772183)
关键词
同步沟通
异步沟通
心流体验
synchronous communication
asynchronous communication
flow experience
