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论文编号：	5539
作者编号：	2120112407
上传时间：	2013/6/11 10:14:09
中文题目：	互联网企业顾客体验与顾客参与对顾客感知价值影响研究
英文题目：	Research on Impact of Customer Experience and Customer Participation on Customer Perceived Value of Internet
指导老师：	许晖
中文关键字：	顾客体验，顾客参与，顾客感知价值，互联网企业
英文关键字：	Customer experience, Customer participation, Customer perceived value, Internet companies
中文摘要：	互联网的迅速发展已经深刻改变了社会生活的方方面面，在竞争激烈、产品和服务易于复制、顾客转移成本较低的互联网行业中如何提高企业的竞争力成为学术界和企业界关心的问题。对于企业来说，产品和服务要面向市场为企业创造利润支持企业的生存和发展，就必须使其创造的价值被顾客感知。产品和服务的初级化使得企业在竞争过程中难以保持持久优势。现实中互联网企业在竞争中对顾客参与、顾客体验极为重视，它们在企业打造竞争力的过程中具有怎样的作用，它们之间又有怎样的联系？研究这个问题这具有十分重要的理论意义和现实意义。 本文对顾客体验、顾客参与和顾客感知价值的相关文献进行了回顾，通过梳理构建了互联网企业顾客体验与顾客参与对顾客感知价值影响的概念模型，并以微信为对象，通过调研的方式收集一手数据，对提出的概念模型进行验证。之后，本文通过对微信案例的分析从企业角度对三者间的关系进行验证，并就服务创新提出建议。本文的理论意义在于，在研究内容上创新性地对互联网环境下顾客体验和顾客参与的关系和这两个变量对顾客感知价值的影响进行了研究；研究方法上分别创新性地采用了定量研究和定性研究地方法从顾客角度、企业角度对变量间的关系进行验证。 在研究过程中，本文首先回顾了顾客体验、顾客参与和顾客感知价值的相关研究成果。在此基础上提出了互联网企业顾客体验、顾客参与和顾客感知价值关系的概念模型，并通过实证研究进行验证。接着利用微信案例以从企业视角验证三者间的关系，并提出互联网企业服务创新的建议。最终本文得出以下结论：互联网企业中顾客体验对顾客感知价值有积极影响，顾客参与对顾客感知价值有积极影响，顾客体验在顾客参与对顾客感知价值的影响中起到完全中介作用，网络参与在顾客体验、顾客参与对顾客感知价值的作用中没有明显地调节作用。
英文摘要：	The rapid development of the Internet has brought profound changes in all aspects of social life. In the fiercely competitive Internet industry, products and services are easy to copy, customer switching costs are lower, and how to enhance the competitiveness of enterprises is concerned about by both the scholars and businessmen. For enterprises, products and services are issued in the market to create profits to support the survival and development of enterprises. Homogenization of products and services makes it difficult to form a lasting advantage in a competitive process. In reality，Internet enterprises extremely emphasize customer experience and customer participation，so what role do they play when Internet enterprises build competitiveness and what relationship do they have？It is a problem of much theoretical significance and practical significance. The thesis reviews the relevant literature on customer experience, customer participation and customer perceived value. By combing the literature the thesis builds the conceptual model of customer experience and customer participation influencing customer perceived value of Internet enterprise. And it also takes We Chat software as the object to collect first-hand data so as to verify the proposed conceptual model. And then it uses We Chat case to verify the relationship among the three variables from the enterprises’ perspective, and recommendations on service innovation for Internet enterprises are proposed. The theoretical significance of this research is that it creatively studies the relationship among the three variables of customer experience, customer participation and customer perceived value. As to the research method, it separately uses quantitative analysis and qualitative analysis to verify the relationship among the variables from customers’ perspective and enterprises’ perspective. In the process of the study, the thesis firstly reviews the relevant research results on customer experience, customer participation and customer perceived value. On this basis, the conceptual model of relationships among customer experience, customer participation and customer perceived value of Internet enterprises are proposed and it’s verified through empirical research. Then the thesis analyzes the We Chat case, so as to verify the relationships among the three variables from the enterprise perspective, recommendations on service innovation for Internet enterprises are given in the end. Eventually the following conclusions are drawn: in the Internet companies, customer experience has positive impact on customer perceived value, customer participation has positive impact on customer perceived value, and customer experience has the total intermediation function when customer participation affects customer perceived value, while customer network participation in strength plays no regulatory role in the process of customer experience affecting customer perceived value and the process of customer participation affecting customer perceived value.
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