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论文编号：	2846
作者编号：	1120060691
上传时间：	2010/12/9 16:50:55
中文题目：	互联网环境中顾客参与心理机制研究——基于自我决定理论和动机理论
英文题目：	The Psychology Mechanism of Customer Participation in Internet: Based on Self-Determination Theory and Motivation Theory
指导老师：	范秀成
中文关键字：	顾客参与、自我决定理论、动机理论、网站熟悉度、网站规范度
英文关键字：	Customer Participation, Self-Determination Theory, Motivation Theory, Website Familiary, Website Norm
中文摘要：	当前随着信息技术特别是互联网的飞速发展和普及，以及消费者知识能力的逐渐增强，越来越多的顾客具有了参与产品或服务生产的意识、知识和能力。同时Web3.0的出现宣告企业的营销和顾客消费方式已经从原来顾客被动地接受企业提供产品和服务的模式转变为顾客与企业共同创造价值的新模式时代，这其中网络成为了这一营销模式变革的重要推动力和载体。此时，更多的企业将目光转向了如何利用互联网激发顾客更好地参与产品或服务的生产，以确保服务过程顺利、服务结果良好、服务质量顾客满意。此外，在虚拟的互联网商业世界中吸引顾客光顾自己的网站是网络企业最主要的利益来源点，然而让企业颇为头痛的是顾客参与产品或服务生产的心理动机和行为往往游离于企业的控制之外，因此如何吸引顾客的眼球和点击率成为了网络企业最为关注、最为迫切和最为现实的问题。 但是目前学术界对网络环境中顾客参与的研究才刚刚起步，对顾客参与的心理机制、顾客参与的动机机制以及影响因素等问题的研究还异常匮乏；而利用自我决定理论和动机理论来分别解释功能型网站和享乐型网站中网客参与机制的差异性研究也不多见。 因此，本研究分别针对功能型网站（购物网站）和享乐型网站（视频网站）背景，利用自我决定理论和动机理论来探索激发网络顾客参与产品或服务生产和传递的心理机制，并且试图揭示出能够有效启动顾客参与心理机制的内外在因素，从而分别构建了针对购物网站和视频网站的网客参与心理机制模型。具体而言，充分搜集和梳理顾客参与文献后，在借鉴社会心理学中的自我决定理论和动机理论的基础上，通过四个针对学生样本的实验研究（有效样本量分别为138）以及两个针对真实顾客样本的实证调查研究（实证研究一有效样本量243，实证研究二有效样本量247），探索了网客对网站熟悉度、网站规范度和网客自主/受控上网动机对网客自我决定需求满足、自我决定水平、网际幸福感、以及网客参与行为的影响作用。主要研究结论如下： 第一，从个体自我决定的视角探讨了网络顾客自我决定需求满足的条件和过程以及其对顾客参与行为心理影响机制。证实了顾客自我决定需求满足和自我决定水平和网际幸福感之间的关联性，同时自我决定需求在网络顾客参与行为中起到的重要作用。 第二，通过四个实验研究和两个实证研究验证了无论在功能型还是享乐型的商业网站中，网客的自我决定需求满足和自我决定水平在促进顾客参与行为中都发挥重要作用。 第三，本文提出，网络顾客对网站的熟悉度、网站的规范度以及网客的自主/受控上网动机是激发自我决定需求满足、网际幸福感以及网络顾客参与行为的重要因素。证实了网客在以上因素的交互作用下自我决定需求满足、网际幸福感和参与行为存在差异。 第四，本文同时提出，在网络环境中顾客参与的行为主要包括感知投入、信息搜寻与合作生产三个方面。网络顾客的自我决定满足水平和网际幸福感会有效地影响这三个维度的顾客参与行为。 本研究结合具体的情景特征，综合使用了焦点小组访谈、描述场景的实验研究和真实顾客问卷调查的实证研究等多种研究方法，同时采用SPSS（信度检验、效度检验、ANOVA、SNK）以及基于PLS-Graph（信度效度检验、路径系数检验）的结构方程软件作为数据统计和分析工具，这对推进营销科学的研究方法和分析方法多样化不失为有益的探索。 最后本研究为网络企业提出了有价值的建议。本文的成果可为属于功能型的购物网站、旅行网站、竞拍网站、网上银行等，以及属于享乐型的视频网站、游戏网站、音乐网站、交友网站等提供有益的借鉴，促进网络环境中顾客积极参与产品或服务生产和传递的意识，培养网络顾客参与的知识和能力，利用网络顾客参与行为心理机制提升网络顾客对商业网站的点击率，并为服务营销管理提供重要的理论和实践指导。
英文摘要：	At present, with the development of information technology, especially the rapid development of the Internet in addition to the expansion of consumers’ knowledge base, more and more customers have developed awareness, knowledge and abilities to participate in the production process of a product or service. At the same time, the emergence of Web3.0 witnesses a significant change of companies’ marketing strategies and customers’ consumption patterns: the interaction of the two has grown from a model of consumers’ passive acceptance of the products and services provided by the enterprises, to a model in which customers and enterprises create the products and services together. The internet has become an important impetus and vehicle for the model change. At this point, more and more companies attend to how to increase customers’ participation in product or service development, in order to ensure service quality and customer satisfaction. In addition, in the virtual world of Internet commerce, how to successfully attract customers’ attention is unarguably network providers’ utmost interest; however, customer’s psychological motives and behavior in participation are often separated from control of the business. Therefore, how to attract customers’ attention and increase click-through rate is what network providers are most concerned about. Currently, research on customer participation in network environment has just begun. Studies on the psychological mechanisms for customer participation and factors that influences this mechanism are scarce. Even fewer studies employ self-determination theory and motivation theory to explain the differences in customer participation mechanisms regarding to websites of different functions (e.g., utilitarian sites and hedonic websites) Therefore, this study, based on two different types of websites: utilitarian website (online shopping site) and hedonic website (video sharing site), using self-determination theory and motivation theory, is to explore ways to stimulate customers’ participation in the production and delivery of products or services. I focus on the psychological mechanism of the customers and try to identify internal and external factors that influence these psychological mechanisms. The purpose is to construct processing models for customers when dealing with online shopping websites and video sharing websites site. In particular, after extensively reviewing the literature on customer participation, I took a perspective drawn from sociology and psychology theory of self-determination and motivation. The research includes four data-based studies on a sample of students(138 effective student samples, respectively), and two survey studies on a sample of real customers(243 effective samples for study one and 247 effective sapmles for study two), in which, I investigated the specific contribution of 1) web familiarity, 2) web norm and 3) customer self-determined motivations for web browsing to satisfying customers’ demand for self-determination, the levels of self-determination, web well-being and customer participation. The major findings are listed as follows: 1. Satisfying customers’ demand for self-determination, the levels of self-determination and web well-being are closely related. Satisfying customers’ demand for self-determination plays an important role in customer participation behavior in internet environment. 2. Meeting customers’ self-determined needs and level of customer self-determination has an impact on promoting customer’s participation in both utilitarian websites and hedonic websites. 3. Website familiarity (i.e., how familiar the website is to a customer), website regularity (i.e., how regulated is the website in terms of security, procedures and membership), and customer’s self-determined motivations to browse the website are important factors. 4. Three aspects of customer participation in e-commerce are identified: dedication, information searching, and cooperative production. Level of customer self-determined satisfaction and web well-being are two important impact factors for the three behavioral aspects. Mixed research methods are used in this dissertation, which include focus group, in-depth interviews, experiments based on scenarios and empirical based survey research with real customers. All data were analyzed by SPSS. Validity, reliability indexes were calculated. ANOVA, SNK and structural equation modeling based on PLS-Graph were performed. Finally this dissertation offers suggestions and insights to network providers/companies. The results of this dissertation can be useful for utilitarian websites (e.g., shopping website, travel websites, auction websites, and online banking websites) and for hedonic websites (e.g., video sharing websites, game websites, music websites, and online dating websites). It is to help these websites promote awareness of customer’s participation in product or service production and delivery process. This dissertation also tends to foster knowledge and ability of customer participation in internet commerce and activities. Knowledge about behavioral and psychological mechanisms of customers will also help internet service providers enhance the network customer click-through rates on commercial sites. The dissertation also provides an important theoretical and practical guidance to the research field of service marketing management.
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