顾客资源对顾客价值共创行为的影响研究——感知控制和主观规范的调节作用

doi:10.15936/j.cnki.1008-3758.2019.02.006

东北大学学报（社会科学版） ›› 2019, Vol. 21 ›› Issue (2): 149-156.DOI: 10.15936/j.cnki.1008-3758.2019.02.006

顾客资源对顾客价值共创行为的影响研究——感知控制和主观规范的调节作用

肖萌^1,2，马钦海¹

(1.东北大学工商管理学院，辽宁沈阳110169;2.沈阳工业大学管理学院，辽宁沈阳110870)

收稿日期:2018-10-05 修回日期:2018-10-05 出版日期:2019-03-25 发布日期:2019-03-22
通讯作者: 肖萌
作者简介:肖萌(1980-)，女，辽宁沈阳人，东北大学博士研究生，沈阳工业大学讲师，主要从事服务与营销管理研究;马钦海(1963-)，男，山东鱼台人，东北大学教授，博士生导师，主要从事服务与营销管理研究。
基金资助:
国家自然科学基金资助项目(71272162);辽宁省高等学校基本科研资助项目(WQGD2017015)。

The Effects of Customer Resources on Customer Value Co-creation Behavior——The Moderating Role of Perceived Control and Subjective Norm

XIAO Meng^1,2， MA Qin-hai¹

(1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Management， Shenyang University of Technology， Shenyang 110870， China)

Received:2018-10-05 Revised:2018-10-05 Online:2019-03-25 Published:2019-03-22
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摘要/Abstract

摘要： 从资源理论出发，探讨两类顾客资源通过共创态度对不同顾客价值共创行为的影响，以及顾客的感知控制和主观规范在影响过程中的调节作用。通过对580名装修顾客的调查，采用结构方程模型方法，对假设进行检验。研究结果表明:顾客的人力资源和关系资源均可以显著提升顾客共创态度，进而对顾客价值共创行为的两种形式——参与行为和公民行为——产生积极影响;顾客的共创态度在顾客资源与顾客共创行为间起到部分中介作用;感知控制对顾客人力资源与顾客共创态度及顾客人力资源与顾客共创行为间的关系发挥显著的调节作用;主观规范对顾客关系资源与顾客共创态度及顾客关系资源与顾客共创行为间的关系发挥显著的调节作用。

关键词: 顾客资源, 价值共创行为, 共创态度, 感知控制, 主观规范

Abstract: Based on the theory of resource， the impact of two kinds of customer resources on different customer's value co-creation behaviors through co-creation attitude explored， and the moderating effects of perceived control and subjective norm in this impact investigated. By a survey of 580 decoration customers， the SEM method used to test the corresponding hypotheses. The results show that human resources and relational resources and then influence the two forms of customer's value co-creation behaviors-customer's participation behavior and citizenship behavior; customer's co-creation attitude a partial mediating role between customer resources and customer's co-creation behaviors; the relationship between customer human resources and customer's co-creation attitude the relationship between customer human resources and customer's co-creation behaviors; the relationship between customer relation resources and customer's co-creation attitude the relationship between customer relation resources and customer's co-creation behaviors.

Key words: customer resources, value co-creation behavior, co-creation attitude, perceived control, subjective norm

中图分类号:

F719.9

肖萌，马钦海. 顾客资源对顾客价值共创行为的影响研究——感知控制和主观规范的调节作用[J]. 东北大学学报（社会科学版）, 2019, 21(2): 149-156.

XIAO Meng， MA Qin-hai. The Effects of Customer Resources on Customer Value Co-creation Behavior——The Moderating Role of Perceived Control and Subjective Norm[J]. Journal of Northeastern University(Social Science), 2019, 21(2): 149-156.

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顾客资源对顾客价值共创行为的影响研究——感知控制和主观规范的调节作用

The Effects of Customer Resources on Customer Value Co-creation Behavior——The Moderating Role of Perceived Control and Subjective Norm

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