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以价值共创相关理论为基础,从沟通视角出发,研究了顾客沟通对顾客合作意愿的影响机制,同时探讨了关系利益和顾客信任在影响机制中的差别化角色。结论认为,顾客沟通对关系利益(特惠利益和非特惠利益)的影响是积极的,关系利益对顾客合作意愿存在着差异化的积极影响作用;两种关系利益(特惠利益和非特惠利益)对沟通和顾客合作意愿的关系起部分中介作用;信任负向调节了顾客沟通对特惠利益的关系,但是对顾客沟通和非特惠利益关系的调节作用不显著。
Based on the theory of value co-creation, from the perspective of communication, this paper studies the influence mechanism of customer communication on the willingness to cooperate with customers, and explores the role of relationship benefits and customer trust in the differentiation mechanism. The conclusion is that the influence of customer communication on the relationship interests (ex-gratia benefits and non-ex-gratia benefits) is positive, and the relational benefits have a positive impact on the willingness of customers to cooperate. Two kinds of relational benefits (ex-gratia benefits and non-preferential benefits) The relationship between communication and customer willingness to cooperate plays a part of the intermediary role. The negative relationship between customer trust and preferential benefit regulates the relationship between customer communication and non-preferential interest. However, the mediation effect between customer communication and non-preferential interest is insignificant.