价值共创中其他用户行为表现对消费者创造力的影响

doi:10.15936/j.cnki.1008-3758.2021.03.005

东北大学学报（社会科学版） ›› 2021, Vol. 23 ›› Issue (3): 30-38.DOI: 10.15936/j.cnki.1008-3758.2021.03.005

价值共创中其他用户行为表现对消费者创造力的影响

张昊，吕逍林

(东北大学工商管理学院，辽宁沈阳110169)

发布日期:2021-05-21
通讯作者: 张昊
作者简介:张昊(1982-)，男，河北保定人，东北大学副教授，博士生导师，主要从事新产品创新管理、消费者行为、互联网营销、整合营销传播研究。
基金资助:
国家自然科学基金资助项目(71672027)；中央高校基本科研业务费专项资金资助项目(N2106009)。

Effect of Other Users' Performance on Consumer's Creativity in Value Co-creation

ZHANG Hao， LYU Xiaolin

(School of Business Administration， Northeastern University， Shenyang 110169， China)

Published:2021-05-21
Contact: -
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摘要/Abstract

摘要： 消费者在参与价值共创过程中会参考其他用户的设计。在社会学习理论的基础上，通过两个实验验证了价值共创过程中其他用户行为表现对参与共创消费者创造力的影响。研究发现，相较于低水平的用户表现，高水平的用户表现会显著提升参与共创消费者的创造力;消费者被高水平用户表现所激发的灵感在这个过程中起到中介作用，且顾客开放性水平和顾客知识水平越高，高水平用户表现对参与共创消费者创造力的提升作用越显著优于低水平用户表现。

关键词: 价值共创; 社会学习; 行为表现水平; 灵感; 创造力

Abstract: Consumers will refer to the design of other users when they are participating in value creation. Based on the social learning theory， this paper studies the effect of other users' behavior on the creativity of consumers who participate in value creation through two experiments. It is found in the study that compared with the performance of low-level users， high-level users' performance will significantly improve the creativity of consumers who participate in value creation. The inspiration of consumers inspired by high-level user performance mediates this process. In addition， the higher the level of consumer openness or consumer knowledge， the more significant the improvement of consumer creativity will be.

Key words: value co-creation; social learning; performance level; inspiration; creativity

中图分类号:

F274

张昊，吕逍林. 价值共创中其他用户行为表现对消费者创造力的影响[J]. 东北大学学报（社会科学版）, 2021, 23(3): 30-38.

ZHANG Hao， LYU Xiaolin. Effect of Other Users' Performance on Consumer's Creativity in Value Co-creation[J]. Journal of Northeastern University(Social Science), 2021, 23(3): 30-38.

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价值共创中其他用户行为表现对消费者创造力的影响

Effect of Other Users' Performance on Consumer's Creativity in Value Co-creation

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