ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2015, Vol. 23 ›› Issue (6): 937-945.doi: 10.3724/SP.J.1042.2015.00937

• 研究构想 • 上一篇    下一篇

顾客间互动影响服务品牌象征价值的心理机制

邱 琪1;郑秋莹2; 姚 唐3   

  1. (1首都经济贸易大学工商管理学院, 北京 100070) (2北京中医药大学管理学院, 北京 100029) (3北京航空航天大学经济管理学院, 北京100191)
  • 收稿日期:2014-09-14 出版日期:2015-06-25 发布日期:2015-06-25
  • 通讯作者: 姚唐, E-mail: flyingflag@126.com
  • 基金资助:

    国家自然科学基金项目(71402106)、2015年北京市教育委员会社科计划项目、北航中央高校基本科研业务费(YWF-14-JGXY-005)、北京高等学校青年英才计划项目(YETP0801)资助, 首都经济贸易大学2014年度科研基金项目成果。

The Effect Mechanism of Customer-to-Customer Interaction on Psychological Symbolic Value of Service Brands

QIU Qi1; ZHENG Qiuying2; YAO Tang3   

  1. (1 College of Business Administration, Capital University of Economics and Business, Beijing 100070, China) (2 School of Management, Beijing University of Chinese Medicine, Beijing 100029, China) (3 School of Economics and Management, Beihang University, Beijing 100191, China)
  • Received:2014-09-14 Online:2015-06-25 Published:2015-06-25
  • Contact: YAO Tang, E-mail: flyingflag@126.com

PDF (PC)

2041

被引次数

1

摘要：

象征价值是品牌赋予消费者的心理收益, 强化服务品牌的象征价值成为企业提升消费者心理满足感的重要途径。鉴于顾客间互动是现有消费心理研究中重要而尚未得到足够重视的研究视角, 研究试图在文献回顾的基础上, 尝试综合运用访谈法和关键事件法, 构建顾客间互动与服务品牌象征价值的影响关系模型; 拟基于人际关系的三维需求理论, 深入挖掘顾客角色内外互动行为与象征价值之间的作用机制。未来的实证研究中拟运用实验和调研等方法对理论模型进行验证, 以期为服务企业激发顾客的象征消费行为提供理论依据。

关键词: 顾客间互动, 消费者心理, 象征价值, 品牌

Abstract:

Symbolic value is consumer’s psychological benefit endowed by brands, which is an important way for marketers to strengthen consumers’ psychological satisfaction. Customers-to-Customer Interaction is very important but ignored by existing research. Firstly, this research builds and adjusts the mechanism model of the effect of CCI on symbolic value with the methods of interviews and Critical Incident Techniques. Secondly, the authors explore the relationships between customer in-role interaction behavior and symbolic value, and the relationships between extra-role interaction behavior and symbolic value respectively, based on Fundamental Interpersonal Relations Orientation (FIRO), revealing the formation mechanism of customer symbolic consumption in service scope. Thirdly, laboratory experiments, field experiments and survey are employed to test the theoretical model so as to provide theoretical tools and recommendations for service enterprises to stimulate consumer symbolic consumption.

Key words: customer-to-customer interaction, service, symbolic value, brand