价值,共同创造,互动导向,量表开发," /> 价值,共同创造,互动导向,量表开发,"/> 基于价值共创理论的互动导向量表开发

营销科学学报

• 论文 •    下一篇

基于价值共创理论的互动导向量表开发

于洪彦 ,刘容 ,郑道武   

  1. 于洪彦,中山大学管理学院教授,E-mail: yhongy@mail.sysu.edu.cn
    刘容,    中山大学管理学院博士研究生,E-mail: liurong6@mail3.sysu.edu.cn
    郑道武,中山大学管理学院硕士研究生,E-mail: zhengdaowu@gmail.com
  • 出版日期:2017-09-30 发布日期:2018-11-09
  • 基金资助:

    本研究得到国家自然科学基金项目(71772183)的资助。感谢匿名评审专家所提的宝贵修改意见和建议。

Scale Development of Interaction Orientation Based on Value Co-creation Theory

Yu Hongyan, Liu Rong, Zheng Daowu   

  1. Yu Hongyan,  Business School, Sun Yat-Sen University
     Liu Rong,    Business School, Sun Yat-Sen University
     Zheng Daowu,Business School, Sun Yat-Sen University
  • Online:2017-09-30 Published:2018-11-09

摘要:

随着信息技术与网络的飞速发展,企业日益重视与顾客互动以实现价值共创。目前关于互动导向虽有实证研究,但其测量源于商品主导逻辑,并无价值共创机理解释。本文基于现有文献,历经三次调研,通过探索性因子分析(EFA)和验证性因子分析(CFA)提出基于价值共创理论的互动导向的操作化定义、维度,并开发量表。研究结果认为,基于价值共创的互动导向是价值共创理念的具体实施,企业实施搭建沟通平台,关注互动质量,鼓励顾客参与,整合互动资源等营销活动使顾客持续地产生良好的感受,从而与顾客共同创造价值。基于价值共创理论的互动导向包括五个行为维度,分别是“搭建沟通渠道”、“顾客参与生产”、“提升服务能力”、“促进互动质量”和“整合互动资源”。经验证,本文开发的量表具有良好的内部一致性、聚合效度、区分效度和法则效度。研究结果丰富与拓展了顾客管理理论与营销战略理论。

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Abstract:

With the rapid development of information technologies and the Internet, firms increasingly pay attention to interaction with customers in order to realize value co-creation. Extant research proposed the interaction orientation and did empirical research about it, but its measurement derives from goods-dominant logic and does not explain the mechanism of value co-creation. Based on current literature, this paper executed three surveys, operated EFA and CFA, proposed the operational definition and dimensions of New Interaction orientation, and developed its scale. The findings showed that New Interaction Orientation reflects a firm’s implementation of a set of marketing actions to engage itself into customers’ daily life practices and co-create value with customers together. These marketing actions include building communciation platforms, facilitating interaction quality, encouraging customer engagement, and integrating interaction resources, et al. The construct of New Interaction Orientation consists of five behavioral dimensions, namely, “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. Empirical results indicate that the measurement scale has acceptable levels of reliability, convergent validity, discriminant validity and nomological validity. Theoretical implications, managerial implications and limitations of our study are discussed.

Key words: value, co-creation, interaction orientation, scale development