ISSN 1671-3710
CN 11-4766/R

心理科学进展 ›› 2013, Vol. 21 ›› Issue (8): 1347-1356.doi: 10.3724/SP.J.1042.2013.01347

• 研究构想 • 上一篇    下一篇

Web 2.0环境中顾客参与的实现型快乐感形成机制


  1. (1北京航空航天大学经济管理学院 北京100191) (2北京中医药大学管理学院, 北京100029) (3南开大学国际商务研究所 天津300457) (4对外经济贸易大学国际商学院 北京100029) (5天津师范大学管理学院 天津300074) (6北京航空航天大学心理与行为研究所 北京100191)
  • 收稿日期:2012-11-27 出版日期:2013-08-15 发布日期:2013-08-15
  • 通讯作者: 郑秋莹
  • 基金资助:


The Formation Mechanism of Eudaimonic Happiness during Customer Participation in Web 2.0 Environment

YAO Tang;ZHENG Qiuying;LI Huifan;QIU Qi;CAO Huarui;WU Ruilin   

  1. (1 School of Economics and Management, Beihang University, Beijing 100191, China) (2 School of Management, Beijing University of Chinese Medicine, Beijing 100029, China) (3International Business Institute, Nankai University, Tianjin 300457, China) (4 Business School, University of International Business and Economics, Beijing 100029, China) (5 Managemant School, Tianjin Normal University, Tianjin 300074, China) (6 Institute of Psychology and Behavior, Beihang University, Beijing 100191, China)
  • Received:2012-11-27 Online:2013-08-15 Published:2013-08-15
  • Contact: ZHENG Qiuying

摘要: 随着以用户间交互为特征的Web 2.0理念的深入发展, 顾客期望借助互联网参与到价值的生产与创造过程中, 以期通过自我潜能发挥和自我价值展示寻求获得一种有别于享乐型快乐感的实现型快乐感。以往顾客参与研究大多关注其经济利益、如何管理、影响因素、获得的实际利益, 而对于顾客参与过程中的心理机制和参与后的心理收获研究不多。本研究以互联网为背景, 从顾客视角出发, 科学采用实验、实证等多种方法, 并尝试采用生理仪器(如多导仪、脑电核磁共振仪等)采集顾客行为和生理的客观数据, 利用自我决定理论对顾客参与过程的心理反应和参与后的心理收获进行系统探讨, 构建顾客参与过程的心理动态模型。

关键词: 实现型快乐感, 顾客参与, 自我决定理论, 互联网

Abstract: With the in-depth development of user interaction concept of Web 2.0, customers hope to participate in the value production and creation process with the aid of Internet, so that they can achieve eudainomic happiness, rather than hedonic happiness, through self-actualization and self-expression. Most of previous studies focus on economic benefits brought by customer participation, while few ones pay attention to the psychology mechanism and psychological benefits during customer participation process. Our project taking Internet as the background, starting from customer perspective, using multi-methods such as experiment and survey, and applying physical instruments (such as EEG, fMRI) to collect objective data of customer behavior and physiology, systematically explores customer psychological reaction and psychological benefits and constructs a dynamic psychology model of customer participation based on self-determination theory. Meanwhile, culture factors, site factors and individual factors are taken into accounts as moderators to the model. Research results are expected to help online companies get a deep understanding of the psychology mechanism of customer participation during value cocreation process with the aid of Internet, so that they can achieve core competitiveness through perfect cooperation with customers.

Key words: eudaimonic happpiness, customer participation, self-determination theory, Web 2.0