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感知互动与顾客满意度之间的关系较多体现在规范性研究中,然而鲜有实证研究对两者关系进行定量探讨,特别是影响两者之间内在作用机制的关键变量尚需深入研究。鉴于此,本研究在明确区分感知互动类型的基础上,借助认识发生论等相关理论构建包含体验价值、消费者涉入度及任务类型等影响因素的感知互动与顾客满意相互作用的理论模型。通过对446个有效样本数据的研究发现,交互导向互动和任务导向互动对顾客满意度具有正向影响,自我导向互动对顾客满意度具有负向影响;体验价值在感知互动类型与满意度的关系中存在部分中介效应;消费者涉入度和任务类型对感知互动类型与满意度的关系具有调节作用。本研究结论为解释互动对满意度的作用机制提供了新的理论支持,也为我国企业优化互动式服务设计、提升顾客满意度提供了决策依据。
The relationship between perceived interaction and customer satisfaction is more reflected in the normative research, however, there is little empirical research to quantitatively explore the relationship between the two, especially the key variables that affect the intrinsic mechanism between the two needs further study. In view of this, on the basis of clearly distinguishing the types of perceived interaction, this study builds a theoretical model of the interaction between perceived interaction and customer satisfaction, including experience value, consumer involvement and task types, with the help of theories of epistemic epistemology. Through the study of 446 valid sample data, it is found that interactive interaction and task-oriented interaction have a positive impact on customer satisfaction, and self-directed interaction has a negative impact on customer satisfaction; and experience value is the relationship between perceived interaction type and satisfaction In some intermediary effects; consumer involvement and task types have a regulatory effect on the relationship between types of perceived interaction and satisfaction. The conclusion of this study provides new theoretical support for explaining the interaction mechanism of interaction and satisfaction, and also provides a decision-making basis for Chinese enterprises to optimize interactive service design and enhance customer satisfaction.