商业研究

商业研究

• 商经理论 • 上一篇    下一篇

顾客自我生产方式与产品价值提升 ——基于情境实验的比较研究

李耀1，周密2,3   

  1. （1. 河南大学 商学院，河南 开封 475004；2.上海财经大学 商学院，上海 200433； 3．河南大学 文化产业与旅游管理学院，河南 开封 475001）
  • 收稿日期:2020-03-13 出版日期:2020-06-10
  • 作者简介:李耀（1982-），男，河南南阳人，河南大学商学院副教授，博士生导师，管理学博士，研究方向：市场营销；周密（1986-），本文通讯作者，女，郑州人，上海财经大学商学院博士研究生，河南大学文化产业与旅游管理学院讲师，研究方向：旅游营销。
  • 基金资助:
    教育部人文社科基金项目, 项目编号：19YJC630090；河南省高校科技创新人才项目（人文社科类），项目编号：2018-cx-025；河南省高校青年骨干教师资助计划项目，项目编号：2017；河南大学哲学社会科学创新团队培育计划项目，项目编号：2019CXTD008。

Customer Self-Production Mode and Product Value Increasing：A Comparative Study based on Scenario Experiments

LI Yao1,ZHOU Mi2,3   

  1. (1. School of Business, Henan University, Kaifeng 475004,China; 2. Business School of Shanghai University of Finance and Economics, Shanghai 200433,China; 3. School of Cultural Industry and Tourism Management, Henan University, Kaifeng 475001,China)
  • Received:2020-03-13 Online:2020-06-10

摘要： 顾客自我生产现象近年来愈发普遍。虽然营销学相关研究已经对不同顾客自我生产方式对顾客产品评价、顾客支付意愿等作用结果的影响进行了探讨，但缺乏不同顾客自我生产方式之间比较研究，企业进行生产方式决策时仍缺乏依据。本文以禀赋效应理论为基础，以产品价值提升为作用结果对顾客自我设计、顾客自我组装和顾客自我设计组装进行比较研究，结果发现：三种顾客自我生产方式均具有产品价值提升作用，但顾客自我设计组装和顾客自我设计的提升作用并无显著差异，两者均高于顾客自我组装；顾客与产品融合程度是产品价值提升作用存在差异的原因，品牌强度对三种顾客自我生产方式产品价值提升作用的影响不同。本文既可以丰富拓展顾客自我生产现有研究成果，又可以为企业生产方式决策提供依据。

关键词: 顾客自我生产方式, 产品价值提升, 顾客与产品融合程度, 品牌强度

Abstract: Customer self-production is becoming common in recent years. Although marketing scholars have examined the impacts of customer self-design, customer self-assembly, and customer self-design & assemble on outcomes such as customer product evaluation and customer willing to pay correspondingly, the comparative study of these three modes is still lack, which makes it no theoretical base for firms to make production mode decision. Based on the theory of endowment effect and taking the product value increasing as the outcome, this article makes a comparative study about the three modes of customer self-production. The results show that all of these three modes have product value increasing effect, but are not equal. The product value increasing effects of customer self-design and customer self-design & self-assembly are not significantly unequal, but significantly larger than that of customer self-assembly; customer-product integration is the reason why the product value increasing effects of these three modes are unequal; brand strength has different impacts on the product value increasing effect of these three mode. This article not only can enrich the extant research of customer self-production, but also can provide theoretical bases for firm′s production mode decision.

Key words: customer self-production mode, product value increasing, customer-product integration, brand strength