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论文编号：	3314
作者编号：	1120050720
上传时间：	2011/6/7 19:04:04
中文题目：	顾客参与性消费行为的沉浸（Flow）体验研究
英文题目：	Study on customer flow experience in participant purchase
指导老师：	韩德昌
中文关键字：	沉浸（Flow）体验　顾客情绪　顾客行为　群体因素
英文关键字：	Flow Experience Customer Emotion Customer Behavior
中文摘要：	摘 要 随着越来越多的顾客能够参与到产品和服务的生产和传递过程，他们的能力得到进一步发挥，顾客也越来越多的从这些参与性消费过程中体验到了令人愉快的Flow状态。人们在进行学习、运动、工作、艺术创作、网游等过程中都能够体味到一种令人非常兴奋的情绪体验，以致于他们很愿意多次去持续体验这种状态，这就是Flow体验。同样，人们在主动参与到产品或服务的生产和传递等过程中时，也会表现出浓厚的兴趣，完全投入并全神贯注于这些参与性的消费过程，忘记时间的流逝，充分享受到参与性消费的乐趣，特别是当活动能顺利进行时更是如此。 现实生活中存在非常多的参与性消费活动。科技飞速的进步降低了顾客参与生产创造的难度，顾客自身能力的提高增强了其参与产品和服务生产的能力，所以越来越多的商家开发设计出越来越多的顾客可参与生产的产品和服务，例如模型设计与组装、家具设计与组装、十字绣、DIY油画、垂钓、卡拉OK、旅游、网购等等。 在实践中商家对参与性消费活动情有独钟，并努力创造条件让更多的顾客体验到更完美的Flow状态，但是营销学者们更热衷于研究网络环境中的Flow体验，对现实商业环境中、特别是这些参与性消费活动中的Flow体验研究缺乏关注。 因此，本研究分别针对个体参与性消费情境和群体参与性消费情境，探索了顾客Flow体验的内部结构；并且试图揭示出外部环境因素和群体因素对顾客Flow体验的作用机制；以及顾客Flow体验对其情绪和消费行为的影响机制；从而分别构建出个体参与性消费情境和群体参与性情境下的顾客Flow体验机制模型。具体而言，在进行了关于Flow体验、体验、顾客参与性消费、群体因素等文献的充分搜集、整理和分析后，在借鉴心理学沉浸（Flow）体验理论的基础上，针对个体参与性消费情境，设计实施了调研一（选择手工自活动、采用学生样本），揭示出在个体参与性消费中顾客沉浸体验的内部结构，识别出外部环境因素对顾客沉浸体验的影响，解释了沉浸体验对个体顾客情感和行为的作用机制；针对群体参与性消费情境，设计实施了调研二（选择卡拉OK活动、采用学生样本）、调研三（选择旅游活动、采用真实顾客），揭示出在群体参与性消费中顾客沉浸体验的内部结构，识别出外部环境因素和群体因素对顾客沉浸体验的影响，解释了沉浸体验对群体顾客情感和行为的作用机制，并且比较了这两种群体参与性消费中顾客沉浸体验内部结构和作用机制模型的异同。主要研究结论如下： 第一、在个体参与性消费中，顾客沉浸体验由挑战与能力平衡、目标与行为明确、意知行合一、忘时的自我享受、意识丧失5个维度构成；并且挑战与能力平衡只影响意知行合一，而目标与行为明确对意知行合一、忘时的自我享受、意识丧失都有较强的影响作用，意知行合一还能够强烈的影响忘时的自我享受。 第二、在个体参与性消费中，环境设备因素只对顾客的意知行合一体验具有影响，个人兴趣对顾客沉浸体验的作用较大，它直接影响着意知行合一和忘时的自我享受、意识丧失。 第三、在个体参与性消费中，顾客沉浸的体验状态对顾客情绪和行为不直接发挥作用；另外，意识丧失影响着顾客的积极情绪。 第四、在群体参与性消费中，卡拉OK和旅游消费的顾客沉浸体验维度构成和内部结构有所差别。在卡拉OK消费中，顾客沉浸体验由挑战与能力平衡、明确目标、即时反馈、意知行合一、意识丧失、时间扭曲、自成目标7个维度构成；即时反馈、挑战与能力平衡、明确目标能够直接影响意知行合一，并且挑战与能力平衡、明确目标还直接影响时间扭曲，意知行合一对意识丧失、自成目标、时间扭曲均发挥作用。在旅游消费中，顾客沉浸体验由掌控、平衡与目标明确、全神贯注、知行合一、意识丧失、时间扭曲、自成目标7个维度构成；平衡与目标明确直接影响着全神贯注、知行合一、时间扭曲和自成目标，掌控只影响全神贯注，全神贯注只对时间扭曲发挥作用，知行合一则只对意识丧失发挥作用。 第五、在群体参与性消费中，群体因素确实能够影响顾客的沉浸体验。在卡拉OK消费中，群体氛围更多的对顾客沉浸的体验状态发挥作用；群体感染和群体互动更多的影响着顾客沉浸体验的结果；并且，上述三个群体因素对沉浸体验的结果——时间扭曲没有显著的影响；此外群体规范在整个顾客沉浸体验中没有发挥作用。在旅游消费中，群体氛围感染更多的对顾客沉浸体验的状态发挥作用，而对顾客沉浸体验的结果没有显著作用；同时，群体互动规范更多的对顾客沉浸的体验结果发挥作用。 第六、在群体参与性消费中，个人兴趣能够积极影响自成目标；但是在卡拉OK消费中，个人兴趣还对意知行合一和时间扭曲发挥积极作用，而在旅游消费中其没有显著作用；另外，在卡拉OK消费中，环境设备会正向影响意知行合一，但是在旅游消费中环境设备导游等均对顾客沉浸的体验状态和结果没有显著影响。 第七、在群体参与性消费中，顾客沉浸的体验状态——意知行合一以及知行合一对顾客积极情绪和购后行为都能产生正向作用；另外，意识丧失影响的是顾客的购后行为 本研究的理论贡献主要表现在：（1）借鉴心理学成熟的理论（Flow体验理论、感染理论、情绪理论等），针对个体参与性消费揭示了顾客Flow体验的内部结构、探索并证明了Flow体验的影响因素和作用机制模型；（2）针对群体参与性消费活动，引入群体因素，揭示了顾客Flow体验的内部结构、探索并证明了Flow体验的环境和群体影响因素以及其作用机制模型；（3）分别针对个体和群体参与性消费活动中的Flow体验结构进行了比较、分析和解释；分别针对个体和群体参与性消费活动中的Flow体验模型进行了比较、分析和解释；（4）另一方面，拓展了心理学Flow体验理论的应用范围，证明了在参与性消费活动中，顾客能够体验到Flow状态，并且揭示了Flow体验的内部构成及关系；（5）在研究方法上，结合具体的情景特征，综合使用了焦点小组访谈、内容分析方法、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）和基于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分析工具，这对研究方法和分析方法的多样化是个有益尝试。 最后为生产企业和服务企业提出了科学的、有价值的建议。本文的成果可为企业产品和服务设计、外部环境设计、群体氛围营造、群体互动规则设计、群体规范建设与引导、顾客兴趣教育等方面提供科学的理论指导。
英文摘要：	Abstract More customers may experience the state of flow when they participate in the production and delivery process of service and product because that their ability and knowledge become very useful in the purchasing process. People can experience the state of flow that is very happy and excitative in many activities such as learning, athletics, work, art creation, internet game so that people desire and enjoy this fine experience again and again. In real purchase process, customers can also be interest in the production and delivery process of service and product, rapture and enjoying this process, especially when the activity process is very smooth. There are so many participant purchases in real life. More customers grasp knowledge and ability of service and product production with rapid development of information technology and general improvement of customer knowledge and ability. Many business begin to design these products and services that can attract customers to produce and finish the marketing offerings, such as model designing and assembling, furniture designing and assembling, cross-stitch, DIY canvas, fishing, travel, internet shopping and so on. So many besiness pay more attention to the real purchase and try their best to make customers experience the flow state, but market scholars focus on the customers’ flow state online. So there are few studies on the customers’ flow state underline. Therefore, this study explores the internal structure of customers’ flow state underline according to individual and collective participant purchase activities separately, and attempt to explain external factors and group factors to motivate customers’ flow experience and marketing influence of customers’ flow experience on customers emotion and behavior. So we construct customer flow experience mechanism model in line with individual and collective service separately. To be more specific, this paper first search and analyze many studies on flow experience, customer experience, participant purchase, and group factors. Then the paper presents hypothesis and model based on above literature analysis and flow experience theory. This paper designs and carries the 1st survey (DIY activity and student) to examines the internal structure of customers’ flow state, identifies the condition factors and effect on customers’ flow experience, interprets the roles of customers’ flow to customer emotion and behaviors according to individual participant purchase. Then the paper also designs and carries the 2nd survey (KaLa OK activity and student) and the 3rd survey (travel activity and real customer) to examines the internal structure of customers’ flow state, identifies the condition factors and group factoers and their effect on customers’ flow experience, interprets the roles of customers’ flow to customer emotion and behaviors according to collective participant purchase. The main findings of this study are summarized as following: 1. In individual participant purchase, customers’ flow experience is compose of challenge-skill balance, clear goals and behavior, concentration-action-awareness, forgetting time and qutoletic experience, loss of self-consciousness. Meanwhile challenge-skill balance only influence concentration-action –awareness; clear goals and behavior plays an important role in concentration–action -awareness, forgetting time and qutoletic experience, and loss of self-consciousness; concentration-action- awareness can also influence forgetting time and qutoletic experience. 2. In individual participant purchase, the condition factor only influence concentration-action-awareness; individual interest make an active in role in customers flow experience; individual interest directly influence concentration–action -awareness, forgetting time and qutoletic experience, and loss of self-consciousness. 3. In individual participant purchase, the state of customer flow experience doesn’t directly influence customer behavior; loss of self-consciousness make an active role in positive emotion. 4. In collective participant purchase, the customers’ flow experience of KaLA OK activity is difference from the customers’ flow experience of travel activity. In KaLA OK activity, customers’ flow experience is compose of challenge-skill balance, clear goals, unambiguous feedback, concentration-action-awareness, loss of self-consciousness, transformation of time, and qutoletic experience; meanwhile, concentration-action-awareness is directly influenced by challenge-skill balance, clear goals, and unambiguous feedback; Both challenge-skill balance and clear goals directly influence transformation of time; concentration-action-awareness makes an active role in loss of self-consciousness, transformation of time, and qutoletic experience. In travel activity, customers’ flow experience is compose of feedback and control, challenge-skill balance and clear goals, cncentration, action-awareness, loss of self-consciousness, transformation of time, and qutoletic experience; meanwhile, challenge-skill balance and clear goals directly influences cncentration, action-awareness, transformation of time, and qutoletic experience; feedback and control only influences cncentration; cncentration only influences transformation of time; action-awareness only influences loss of self-consciousness. 5. In collective participant purchase, group factors play an important role in customers’ flow experience. In KaLa OK activity, group amosphere makes more role in flow state; group emotion infection and interaction makes more influence on the rusults of flow experience; but they doesn’t influence transformation of time; group norm doesn’t influence anyone factors of flow experience. In travel activity, group amosphere makes more role in flow state and doesn’t influence the results of flow experience; group interaction and norm makes more influence on the rusults of flow experience. 6. In collective participant purchase, individual interest makes an active role in qutoletic experience. individual interest influences concentration-action -awareness and transformation of time in KaLa OK activity but not in travel activity; condition factors positive influences concentration-action-awareness in KaLa OK activity. But condition factors doesn’t influences anyone factors of flow experience. 7. In collective participant purchase, concentration and action-awareness play an improtmant role in customer positive emotion and behavior; meanwhile loss of self-consciousness also influences customer beaviors. Theory contributions have manifested: (1) in exploring and examination the internal structure, influence factors and mechanism model of customers’ flow experience based on flow theory, emotion infaction theory, emotion theory and so on in repose to individual purchase; (2) in exploring and examination the internal structure, condition and group influence factors and mechanism model of customers’ flow experience based on flow theory, emotion infaction theory, emotion theory and so on according to collective purchase; (3) in comparison the internal struction of customers’ flow experience in individual participant purchase with collective participant purchase; meanwhile comparison the influence factors and mechanism model in individual participant purchase with collective participant purchase; (4) in scope expansion of social psychology on flow theory; (5) According to specific situation, the author utilizes various methodologies in this study, including focus group interviews, empirical based on student and real customers samples. All datas are analyzed by SPSS and structure equation model based on PLS-Graph. The paper offers valuable suggestions on service and production industries. And the main findings provide these institutions an important theory guidance in product and service design, condition design, group atmosphere creation, group interaction and group norm design and guidance, customer education and so on.
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