ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2015, Vol. 23 ›› Issue (6): 937-945.doi: 10.3724/SP.J.1042.2015.00937

• Conceptual Framework • Previous Articles     Next Articles

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:


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