基于融入平台的顾客融入概念化及实证分析——以旅游移动平台为例
|
摘要
网络和社交媒体的发展推动了顾客融入研究在近些年的快速增长,使体现价值共创理念的顾客融入研究成为营销学界的新兴领域。但由于顾客融入研究的情境复杂性、客体多样性和过程动态性,学界目前对顾客融入的概念化、操作化和前因后果的研究仍具有探索性质。文章在梳理以往顾客融入各类定义的基础上,提出一个更加综合、更具包容性的顾客融入定义,为各种子概念的定义提供框架。同时,以旅游移动平台为研究情境,定义旅游移动平台顾客融入的概念,用偏最小二乘结构方程该模型(PLS-SEM)方法对其3个重要构成成分(融入动机、融入行为和融入平台选择)之间的关系进行探索性分析。研究发现,旅游移动平台融入动机激发相应的融入行为,不同的融入行为会选择不同的融入平台。文章最后讨论了理论和管理意义。
As the Internet and social media continue to expand, customer engagement has been gaining momentum and emerged as a new frontier of research in the marketing domain of value co-creation.The field is characterized by contextual complexity, variety of objects, and dynamic process. As such,academic inquires remain exploratory in how it is conceptually defined, operationally constructed, and causally effected. Drawing on various definition in extant literature, this paper proposes a more comprehensive and inclusive concept of customer engagement that can serve as the framework for defining various sub-concepts. The proposed concept emphasizes the three key components of subject,object, and platform in a customer engagement ecosystem. Engagement subject refers to customers in their four psychological states(i.e., cognitive, emotional, volitional, and motivational) and actual behaviors. Engagement object is what customers interact with, such as firms, brands, products, and destinations. Engagement platform is introduced into the concept to stress where the interactions take place, such as online and offline platforms. Firms and destinations need to consciously build and manage the three-component ecosystem to improve the interactive intensity and quality. Social media is an object as well as a platform in a customer engagement ecosystem.This paper also specifies the definition of customer engagement on the tourism mobile platform and empirically tests its three constructs(i.e., platform selection, engagement behavior, and engagement motivation) and their interrelationship. Ten variations of tourism mobile platform are revealed,including official tourism APP and Baidu search engine. Four types of engagement behaviors(i.e.,consumptive, contributive, social, and transactional) are identified. Engagement motivation consists of the six dimensions of helping others, discussion, hedonic rewards, utilitarian rewards, seeking assistance, and self-expression. The findings on the interrelationship of the three constructs indicate that engagement motivations drive engagement behaviors, which vary from one tourism mobile platform to another. The motivation dimensions of helping others is the most significant, as it exerts an influence on all of the four behavior dimensions, followed by the dimensions of discussion and self-expression,which affect three behavior dimensions. The dimension of hedonic rewards has an effect on two behavior dimensions, while that of seeking assistance only affects consumptive behavior. There is evidence that some relationships exist between engagement behavior and platform election. For example, consumptive behavior mainly occurs on the platforms of group-buy APP, WeChat, Weibo/blog, search engine, tourism APP.
As the Internet and social media continue to expand, customer engagement has been gaining momentum and emerged as a new frontier of research in the marketing domain of value co-creation.The field is characterized by contextual complexity, variety of objects, and dynamic process. As such,academic inquires remain exploratory in how it is conceptually defined, operationally constructed, and causally effected. Drawing on various definition in extant literature, this paper proposes a more comprehensive and inclusive concept of customer engagement that can serve as the framework for defining various sub-concepts. The proposed concept emphasizes the three key components of subject,object, and platform in a customer engagement ecosystem. Engagement subject refers to customers in their four psychological states(i.e., cognitive, emotional, volitional, and motivational) and actual behaviors. Engagement object is what customers interact with, such as firms, brands, products, and destinations. Engagement platform is introduced into the concept to stress where the interactions take place, such as online and offline platforms. Firms and destinations need to consciously build and manage the three-component ecosystem to improve the interactive intensity and quality. Social media is an object as well as a platform in a customer engagement ecosystem.This paper also specifies the definition of customer engagement on the tourism mobile platform and empirically tests its three constructs(i.e., platform selection, engagement behavior, and engagement motivation) and their interrelationship. Ten variations of tourism mobile platform are revealed,including official tourism APP and Baidu search engine. Four types of engagement behaviors(i.e.,consumptive, contributive, social, and transactional) are identified. Engagement motivation consists of the six dimensions of helping others, discussion, hedonic rewards, utilitarian rewards, seeking assistance, and self-expression. The findings on the interrelationship of the three constructs indicate that engagement motivations drive engagement behaviors, which vary from one tourism mobile platform to another. The motivation dimensions of helping others is the most significant, as it exerts an influence on all of the four behavior dimensions, followed by the dimensions of discussion and self-expression,which affect three behavior dimensions. The dimension of hedonic rewards has an effect on two behavior dimensions, while that of seeking assistance only affects consumptive behavior. There is evidence that some relationships exist between engagement behavior and platform election. For example, consumptive behavior mainly occurs on the platforms of group-buy APP, WeChat, Weibo/blog, search engine, tourism APP.
引文
[1]BRODIE R J,HOLLEBEEK L D,JURIC B,et al.Customer engagement:Conceptual domain,fundamental propositions,and implications for research[J].Journal of Service Research,2011,14(3):252-271.?5
[2]VAN Doorn J,LEMOM K N,MITTAL V,et al.Customer engagement behaviour:Theoretical foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[3]GRAFFIGNA G,GAMBETTI R C.Grounding consumer-brand engagement:A field-driven conceptualisation[J].International Journal of Market Research,2015,57(4):605-629.
[4]HOLLEBEEK L D,GLYNN M S,BRODIE R J.Consumer brand engagement in social media:Conceptualization,scale development and validation[J].Journal of Interactive Marketing,2014,28(2):149-165.
[5]SO K K F,KING C,SPARKS B.Customer engagement with tourism Brands:Scale development and validation[J].Journal of Hospitality&Tourism Research,2014,38(3):304-329.
[6]BALDUS B J,VOORHEES C,CALANTONE R.Online brand community engagement:Scale development and validation[J].Journal of Business Research,2015,68(5):978-985.
[7]TAHERI B,JAFARI A,O’GORMAN K.Keeping your audience:Presenting a visitor engagement scale[J].Tourism Management,2014,42:321-329.
[8]ENGINKAYA E,ESEN,E.Dimensions of online customer engagement[J].Journal of Business,Economics&Finance,2014,3(1):106-114.
[9]DOVALIENE A,PILIGRIMIEN??,MASIULYT?A.Factors influencing customer engagement in mobile applications[J].Engineering Economics,2016,27(2):205-212.
[10]CABIDDU F,DE CARLO M,PICCOLI G.Social media affordances:enabling customer engagement[J].Annals of Tourism Research,2014,48:175-192.
[11]HARRIGAN P,EVERS U,MILES M,et al.Customer engagement with tourism social media brands[J].Tourism Management,2017,59:597-609.
[12]WIRTZ J,AMBTMAN AD,BLOEMERJ,et al.Managing brands and customer engagement in online brand communities[J].Journal of Service Management,2013,24(3):223-244.
[13]HAN Xiaoyun,TIAN Tian,SUN Benlun.A“perceptionidentity-engagement”model for the tourism virtual community[J].Tourism Tribune,2016,(8):61-70.[韩小芸,田甜,孙本纶.旅游虚拟社区成员“感知-认同-契合行为”模式的实证研究[J].旅游学刊,2016,(8):61-70.]
[14]ORGAN K,KOENIG-LEWIS N,PALMER A,et al.Festivals as agents for behavior change:A study of food festival engagement and subsequent food choices[J].Tourism Management,2015,48(7):84-99.
[15]SO K K F,KING C,SPARKS B A,WANG Y.The role of customer engagement in building consumer loyalty to tourism brands[J].Journal of Travel Research,2016,55(1):64-78.
[16]DWIVEDI A.A higher-order model of consumer brand engagement and its impact on loyalty intentions[J].Journal of Retailing and Consumer Services,2015,24:100-109.
[17]LIM J S,HWANG Y C,KIM S,et al.How social media engagement leads to sports channel loyalty:Mediating roles of social presence and channel commitment[J].Computers in Human Behavior,2015,46:158-167.
[18]ISLAM J U,RAHMAN Z.The transpiring journey of customer engagement research in marketing:A systematic review of the past decade[J].Management Decision,2016,54(8):2008-2034.
[19]ZHU Yimin,YU Hongyan.Literature review on customer?engagement and co-creation value[J].Management Review,2014,(5):111-119.[朱翊敏,于洪彦.顾客融入行为与共创价值研究述评[J].管理评论,2014,(5):111-119.]
[20]HAN Xiaoyun,YU Cezheng.Customer engagement:the influence of individual psychology factors on customer loyalty[J].Journal of Marketing Science,2013,02:99-110.[韩小芸,余策政.顾客契合:个人心理影响因素及对顾客忠诚感的影响[J].营销科学学报,2013,9(2):99-110.]
[21]JING Ningning,LI Defeng.A literature review of customer engagement[J].Foreign Economics&Management,2015,(7):33-45.[荆宁宁,李德峰.顾客契合研究综述[J].外国经济与管理,2015,37(7):33-45.]
[22]DIJKMANS C,KERKHOF P,BEUKEBOOM C J.A stage to engage:Social media use and corporate reputation[J].Tourism Management,2015,47:58-67.
[23]BREIDBACH C,BRODIE R,HOLLEBEEK L.Beyond virtuality:from engagementplatforms to engagement ecosystems[J].Managing Service Quality,2014,24(6):592-611.
[24]VERLEYE K,GEMMEL P,RANGARAJAN D.Managing engagement behaviors in a network of customers and stakeholders:evidence from the nursing home sector[J].Journal of Service Research,2014,17(1):68-84.
[25]ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The social influence ofbrand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[26]HABIBI M R,LAROCHE M,RICHARD M O.The roles of brand community and community engagement in building brand trust on social media[J].Computers in Human Behavior,2014,37:152-161.
[27]PATTERSON P,YU T,DE RUYTER K.Understanding customer engagement inservices[C]//Advancing Theory,Maintaining Relevance,Proceedings of ANZMAC 2006 Conference,Brisbane,2006:4-6.
[28]BOWDEN J.The process of customer engagement:Aconceptual framework[J].Journal of Marketing Theory and Practice,2009,17(1):63-74.
[29]HOLLEBEEK L.Exploring customer brand engagement:definition and themes[J].Journalof Strategic Marketing,2011,19(7):555-573.
[30]DESSART L,VELOUTSOU C,MORGAN-THOMAS A.Capturing consumer engagement:duality,dimensionality and measurement[J].Journal of Marketing Management,2016,32:399-426.
[31]BOLTON R,SAXENA-IYER S.Interactive services:Aframework,synthesis and research directions[J].Journal of Interactive Marketing,2009,23(February):91-104.
[32]KIM E,DRUMWRIGHT,M.Engaging consumers and building relationships in social media:How social relatedness influences intrinsic vs.extrinsic consumer motivation[J].Computers in Human Behavior,2016,63:970-979.
[33]HALL-PHILLIPS A,PARK J,CHUNG T L,et al.I(heart)social ventures:Identification and social media engagement[J].Journal of Business Research,2015,69(2):484-491.
[34]O'BRIEN H L.The influence of hedonic and utilitarian motivations on user engagement:The case of online shopping experiences[J].Interacting with Computers,2010,22(5):344-352.
[35]GOODHUE D L,THOMPSON R L.Task-technology fit and individual performance[J].Mis Quarterly,1995,19(2):213-236
[36]LARSEN T J,S?REB?A M,S?REB??.The role of task-?46technology fit as users’motivation to continue information system use[J].Computers in Human Behavior,2009,25:778-784.
[37]ZHANG Hui,LIU Wende.The relations between brand psychological ownership,customer engagement and self-brand connection:using tourism brand as example:For tourism brand for example[J].Brand Study,2016,(6):25-38.[张辉,刘文德.品牌心理所有权、顾客契合及自我-品牌联结的关系研究--以旅游品牌为例[J].品牌研究,2016,(6):25-38.]
[38]HAIR J F J,HULT G T M,RINGLE C M,et al.A primer on partial least squares structural equation modeling(PLS-SEM)[M].London:Sage,2014:19.
[39]HAIR J F J,BLACK W C,BABIN B J,et al.Multivariate Data Analysis:A Global Perspective(7thed.)[M].New Jersey:Pearson,2010:153.
[2]VAN Doorn J,LEMOM K N,MITTAL V,et al.Customer engagement behaviour:Theoretical foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[3]GRAFFIGNA G,GAMBETTI R C.Grounding consumer-brand engagement:A field-driven conceptualisation[J].International Journal of Market Research,2015,57(4):605-629.
[4]HOLLEBEEK L D,GLYNN M S,BRODIE R J.Consumer brand engagement in social media:Conceptualization,scale development and validation[J].Journal of Interactive Marketing,2014,28(2):149-165.
[5]SO K K F,KING C,SPARKS B.Customer engagement with tourism Brands:Scale development and validation[J].Journal of Hospitality&Tourism Research,2014,38(3):304-329.
[6]BALDUS B J,VOORHEES C,CALANTONE R.Online brand community engagement:Scale development and validation[J].Journal of Business Research,2015,68(5):978-985.
[7]TAHERI B,JAFARI A,O’GORMAN K.Keeping your audience:Presenting a visitor engagement scale[J].Tourism Management,2014,42:321-329.
[8]ENGINKAYA E,ESEN,E.Dimensions of online customer engagement[J].Journal of Business,Economics&Finance,2014,3(1):106-114.
[9]DOVALIENE A,PILIGRIMIEN??,MASIULYT?A.Factors influencing customer engagement in mobile applications[J].Engineering Economics,2016,27(2):205-212.
[10]CABIDDU F,DE CARLO M,PICCOLI G.Social media affordances:enabling customer engagement[J].Annals of Tourism Research,2014,48:175-192.
[11]HARRIGAN P,EVERS U,MILES M,et al.Customer engagement with tourism social media brands[J].Tourism Management,2017,59:597-609.
[12]WIRTZ J,AMBTMAN AD,BLOEMERJ,et al.Managing brands and customer engagement in online brand communities[J].Journal of Service Management,2013,24(3):223-244.
[13]HAN Xiaoyun,TIAN Tian,SUN Benlun.A“perceptionidentity-engagement”model for the tourism virtual community[J].Tourism Tribune,2016,(8):61-70.[韩小芸,田甜,孙本纶.旅游虚拟社区成员“感知-认同-契合行为”模式的实证研究[J].旅游学刊,2016,(8):61-70.]
[14]ORGAN K,KOENIG-LEWIS N,PALMER A,et al.Festivals as agents for behavior change:A study of food festival engagement and subsequent food choices[J].Tourism Management,2015,48(7):84-99.
[15]SO K K F,KING C,SPARKS B A,WANG Y.The role of customer engagement in building consumer loyalty to tourism brands[J].Journal of Travel Research,2016,55(1):64-78.
[16]DWIVEDI A.A higher-order model of consumer brand engagement and its impact on loyalty intentions[J].Journal of Retailing and Consumer Services,2015,24:100-109.
[17]LIM J S,HWANG Y C,KIM S,et al.How social media engagement leads to sports channel loyalty:Mediating roles of social presence and channel commitment[J].Computers in Human Behavior,2015,46:158-167.
[18]ISLAM J U,RAHMAN Z.The transpiring journey of customer engagement research in marketing:A systematic review of the past decade[J].Management Decision,2016,54(8):2008-2034.
[19]ZHU Yimin,YU Hongyan.Literature review on customer?engagement and co-creation value[J].Management Review,2014,(5):111-119.[朱翊敏,于洪彦.顾客融入行为与共创价值研究述评[J].管理评论,2014,(5):111-119.]
[20]HAN Xiaoyun,YU Cezheng.Customer engagement:the influence of individual psychology factors on customer loyalty[J].Journal of Marketing Science,2013,02:99-110.[韩小芸,余策政.顾客契合:个人心理影响因素及对顾客忠诚感的影响[J].营销科学学报,2013,9(2):99-110.]
[21]JING Ningning,LI Defeng.A literature review of customer engagement[J].Foreign Economics&Management,2015,(7):33-45.[荆宁宁,李德峰.顾客契合研究综述[J].外国经济与管理,2015,37(7):33-45.]
[22]DIJKMANS C,KERKHOF P,BEUKEBOOM C J.A stage to engage:Social media use and corporate reputation[J].Tourism Management,2015,47:58-67.
[23]BREIDBACH C,BRODIE R,HOLLEBEEK L.Beyond virtuality:from engagementplatforms to engagement ecosystems[J].Managing Service Quality,2014,24(6):592-611.
[24]VERLEYE K,GEMMEL P,RANGARAJAN D.Managing engagement behaviors in a network of customers and stakeholders:evidence from the nursing home sector[J].Journal of Service Research,2014,17(1):68-84.
[25]ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The social influence ofbrand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[26]HABIBI M R,LAROCHE M,RICHARD M O.The roles of brand community and community engagement in building brand trust on social media[J].Computers in Human Behavior,2014,37:152-161.
[27]PATTERSON P,YU T,DE RUYTER K.Understanding customer engagement inservices[C]//Advancing Theory,Maintaining Relevance,Proceedings of ANZMAC 2006 Conference,Brisbane,2006:4-6.
[28]BOWDEN J.The process of customer engagement:Aconceptual framework[J].Journal of Marketing Theory and Practice,2009,17(1):63-74.
[29]HOLLEBEEK L.Exploring customer brand engagement:definition and themes[J].Journalof Strategic Marketing,2011,19(7):555-573.
[30]DESSART L,VELOUTSOU C,MORGAN-THOMAS A.Capturing consumer engagement:duality,dimensionality and measurement[J].Journal of Marketing Management,2016,32:399-426.
[31]BOLTON R,SAXENA-IYER S.Interactive services:Aframework,synthesis and research directions[J].Journal of Interactive Marketing,2009,23(February):91-104.
[32]KIM E,DRUMWRIGHT,M.Engaging consumers and building relationships in social media:How social relatedness influences intrinsic vs.extrinsic consumer motivation[J].Computers in Human Behavior,2016,63:970-979.
[33]HALL-PHILLIPS A,PARK J,CHUNG T L,et al.I(heart)social ventures:Identification and social media engagement[J].Journal of Business Research,2015,69(2):484-491.
[34]O'BRIEN H L.The influence of hedonic and utilitarian motivations on user engagement:The case of online shopping experiences[J].Interacting with Computers,2010,22(5):344-352.
[35]GOODHUE D L,THOMPSON R L.Task-technology fit and individual performance[J].Mis Quarterly,1995,19(2):213-236
[36]LARSEN T J,S?REB?A M,S?REB??.The role of task-?46technology fit as users’motivation to continue information system use[J].Computers in Human Behavior,2009,25:778-784.
[37]ZHANG Hui,LIU Wende.The relations between brand psychological ownership,customer engagement and self-brand connection:using tourism brand as example:For tourism brand for example[J].Brand Study,2016,(6):25-38.[张辉,刘文德.品牌心理所有权、顾客契合及自我-品牌联结的关系研究--以旅游品牌为例[J].品牌研究,2016,(6):25-38.]
[38]HAIR J F J,HULT G T M,RINGLE C M,et al.A primer on partial least squares structural equation modeling(PLS-SEM)[M].London:Sage,2014:19.
[39]HAIR J F J,BLACK W C,BABIN B J,et al.Multivariate Data Analysis:A Global Perspective(7thed.)[M].New Jersey:Pearson,2010:153.