文献类型：期刊文献

中文题名：移动社群中网络舆论对顾客共创价值的作用

英文题名：Research on the Online Consensus Impact on Customer Co-creation Value in the Mobile Community

作者：刘宇涵[1];于苗[1]

第一作者：刘宇涵

机构：[1]北京联合大学商务学院

第一机构：北京联合大学商务学院

年份：2019

卷号：33

期号：2

起止页码：111-119

中文期刊名：中国流通经济

外文期刊名：China Business and Market

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；CSSCI:【CSSCI_E2019_2020】；

基金：2018年北京联合大学基础研究基金项目"新媒体舆论引导对消费的影响机制研究";北京联合大学台湾研究中心项目"基于移动互联网的京台连锁服务业引导北京消费的影响机制研究";北京联合大学商务学院项目"基于‘一带一路’战略和新规划的北京服务业扩大开放的运行机制与政策研究"(122139918290104053)

语种：中文

中文关键词：移动社群;网络舆论;顾客共创价值;消费体验

外文关键词：mobile community;online consensus;customer co-creation value;consumption experience

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.