移动社群中网络舆论对顾客共创价值的作用
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摘要
共享经济时代,移动社群中网络舆论的影响力越来越受到重视。同时,消费者的购买习惯正在不断发生变化,越来越关注消费过程中的消费体验。在顾客共创价值这一新兴模式下,探讨网络舆论、消费体验与顾客共创价值之间的关系,通过结构方程模型进行实证研究发现,移动社群中网络舆论包含正面和负面网络舆论,消费体验包含思考体验、情感体验和社交关系体验三个维度,顾客共创价值包也含享乐价值、经济价值和关系价值三个维度。网络舆论对消费体验存在着一定影响,而负面舆论的影响程度高于正面舆论,并最终影响顾客共创价值。因此,社群管理者要开拓价值创新思路,根据社群成员各自不同的诉求点设计群活动,满足社群成员的多元化需求;在传播正面舆论的同时,更要关注负面舆论产生的可能性,利用即时通信工具加强企业与顾客之间的沟通,扩大新老顾客之间的口碑效应,形成良好的长期互信机制,不断提升移动社群成员的消费体验,增强顾客黏性,构建、维系并稳定与顾客的社交关系网络。
In the era of shared economy,the influence of online consensus in the mobile community attracts more and more attention. At the same time,consumers' shopping habits is increasingly changed,and consumers are paying more attention to consumption experience during the process of consumption. In the new mode of customer co-creation value,the authors discuss the relationship between online consensus,consumer experience and customer co-creation value,and carry out the empirical research with the help of the structure equation model. They put forward that online consensus in the mobile community include the positive and negative ones;consumption experiences include the three dimensions of thinking experience,emotional experience,and social relation experience;and the customer co-creation value include the three dimensions of hedonic value,economic value,and relation value. Online consensus has some impact on consumption experience;and the impact of negative ones,which will have final impact on customer co-creation value,is higher than that of positive ones. So community managers should explore value creative way of thinking,design more activities according to different requirements of different community members to satisfy their diversified requirements;while publicizing positive consensus,we should also pay attention to the possibility of negative consensus,take advantage of communication tools to strengthen exchanges between enterprises and customers,expand the effect of word of mouth among new and old customers,formulate the long-term mutual-trust mechanism,improve mobile community members' experience,increase customers' stickiness,and build,maintain,and stabilize the social relation network.
In the era of shared economy,the influence of online consensus in the mobile community attracts more and more attention. At the same time,consumers' shopping habits is increasingly changed,and consumers are paying more attention to consumption experience during the process of consumption. In the new mode of customer co-creation value,the authors discuss the relationship between online consensus,consumer experience and customer co-creation value,and carry out the empirical research with the help of the structure equation model. They put forward that online consensus in the mobile community include the positive and negative ones;consumption experiences include the three dimensions of thinking experience,emotional experience,and social relation experience;and the customer co-creation value include the three dimensions of hedonic value,economic value,and relation value. Online consensus has some impact on consumption experience;and the impact of negative ones,which will have final impact on customer co-creation value,is higher than that of positive ones. So community managers should explore value creative way of thinking,design more activities according to different requirements of different community members to satisfy their diversified requirements;while publicizing positive consensus,we should also pay attention to the possibility of negative consensus,take advantage of communication tools to strengthen exchanges between enterprises and customers,expand the effect of word of mouth among new and old customers,formulate the long-term mutual-trust mechanism,improve mobile community members' experience,increase customers' stickiness,and build,maintain,and stabilize the social relation network.
引文
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[25]张明立,涂剑波.虚拟社区共创用户体验对用户共创价值的影响[J].同济大学学报(自然科学版),2014,42(7):1 140-1 146.
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[27]BANSAL J J,VOYER P A.World-of-mouth processes within a services purchase decision context[J].Journal of service research,2000,3(2):166-177.
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[29]CHIU H,HSIEH Y,LI Y.Relationship marketing and consumer switching behavior[J].Journal of business research,2005,58(12):1 681-1 689.
[30]谭国威,马钦海.顾客能力对共创价值的作用路径[J].技术经济,2017,36(6):66-71.
[2]GUPTA,K.Effects of an online virtual community on customer loyalty and travel product purchases.[J].Tourism management,2003(25):343-355.
[3]SCHUBERT,HAMPE.Understanding member identification in the online travel communities and member voluntary behaviors[D].Gyeongju:Gyeongju University,2005.
[4]张耿,胡少龙.移动虚拟社区发展现状及其特性探析[J].中国西部科技,2009(4):54-61.
[5]CHEN Y,XIE J.Online consumer review:word-of–mouth as a new element of marketing communication mix[J].Management science,2008,54:477-491.
[6]HELM S.Viral marketing:establshing customer relaitionship by word-of-mouse[J].Electronic markets,2000,10(3):159-160.
[7]GILLY M C,GRAHAM J L,WOLFINBARGER M F.A dyadic study of interpersonal information search[J].Journal of the academy of marketing science,1998(2):83-100.
[8]郭国庆,杨学成,张杨.口碑传播对消费者态度的影响:一个理论模型[J].管理评论,2007(3):20-26.
[9]PRAHALAD C K,RAMASWAMY V.Co-creation experiences:The next practice in value creation[J].Journal of interactive marketing,2004,18(3):5-14.
[10]PAYNE A F,STORBACKA K,FROW P.Managing the cocreation of value[J].Journal of the academy of marketing science,2008,36(1):83-96.
[11]VARGO S L,LUSCH R F.Evolving to a new dominant logic for Markting[J].Journal of marketing,2004,68(1):1-17.
[12]涂剑波,张明立.虚拟社区中的互动对共创价值影响的实证研究[J].湖南大学学报(自然科学版),2013,40(11):114-119.
[13]EDVAARDSSON B,TRONVOLL B,GRUBER T.Expanding understanding of service exchange and value co-creation:a social construction approach[J].Journal of the academy of marketing science,2011,39(2):327-339.
[14]GENTILE C,SPILLER N,NOCI G.How to sustain the customer experience:an over of experience components that co-create value with the customer[J].European management journal,2007,25(5):395.
[15]杨晓东.服务业顾客体验对顾客忠诚的影响研究[D].长春:吉林大学,2007.
[16]蒋天琳.共创价值行为对顾客忠诚度的影响研究[D].成都:电子科技大学,2016.
[17]DELLAROCAS C,ZHANG X Q,AWAD N F.Exploring the value of online product reviews in forecasting sales:the case of motion pictures[J].Journal of interactive marketing,2007,21(4):23-45.
[18]HERR P M,KARDES F R,KIM J.Effects of word-ofmouth and product-attribute information on persuasion:an accessibility diagnosticity perspective[J].Journal of consumer research,1991,17(4):454-462.
[19]CHEUNG C M K,LEE M K O,THADANI D R.Impact of positive electronic word-of-mouth on consumer online purchasing decision[C]//Visioning and engineering the knowledge society,Berlin:Springer,2009.
[20]KUAN,BOCK.Effects of temporal and social distance on consumer evaluations[J].Journal of consumer research,2007,35(4):706-713.
[21]GHOSE A,IPEIROTIS P.Estimating the helpfulness and economic impact of product reviews:mining text and reviewer characteristics[J].IEEE transactions on knowledge and data engineering,2011,23:1 498-1 512.
[22]SCHMITT B H.Experiential marketing:how to get customers to sense,feel,think,act and relate to your company and brand[J].New York:Free Press,1999:27.
[23]PRAHALAD C K,RAMASWAMY V.Co-opting customer competence[J].Harvard business review,2000,78(1):79-90.
[24]VARGO S L,MAGLIO P P,AKAKA M A.On value and value co-creation:a service systems and service logic perspective[J].European Management Journal,2006,26(1):145.
[25]张明立,涂剑波.虚拟社区共创用户体验对用户共创价值的影响[J].同济大学学报(自然科学版),2014,42(7):1 140-1 146.
[26]CHEN C C,TSENG Y D.Quality evaluation of product reviews using an information quality framework[J].Decision support systems,2011,50:755-768.
[27]BANSAL J J,VOYER P A.World-of-mouth processes within a services purchase decision context[J].Journal of service research,2000,3(2):166-177.
[28]BRAKUS J J,SCHMITT B H,ZARANTONELLO L.Brand experience:what is it? How is it measured? Does it affect loyalty?[J].Journal of marketing,2009,73(3):52-68.
[29]CHIU H,HSIEH Y,LI Y.Relationship marketing and consumer switching behavior[J].Journal of business research,2005,58(12):1 681-1 689.
[30]谭国威,马钦海.顾客能力对共创价值的作用路径[J].技术经济,2017,36(6):66-71.
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