顾客参与对顾客感知价值的影响:基于心理账户理论被引量：24

The Effect of Customer Participation on Customer Perceived Value: Based on the Mental Accounting Theory

下载PDF

导出

摘要心理账户理论认为消费者在购买一个产品时会在心里打开一个账户,并倾向于在心理上将利益和损失结合起来,以规避和降低先前支出带来的损失痛苦感,因为在面临一项经济交易时,消费者遵循"享乐主义加工"的原则,追求利益最大化或满意最大化。文章从心理账户的禀赋效应和支付贬值视角探讨顾客参与对顾客感知价值影响的中间心理过程,以便我们更好地理解顾客参与怎样影响消费者得失感知以及消费者在参与中为什么倾向于放大利益感知和缩小损失感知,这对于企业的营销实践具有一定的指导意义。 Mental accounting theory points out that an individual will open an mental account when she purchases a product and is inclined to integrate the benefits and loss to avoid and reduce the pain of loss due to the previous costs, because when a consumer faces an economic transaction, she often follows the principle ＂hedonic editing＂, seeking to maximize the benefits or satisfaction. This paper aims to probe into the middle psychological processes of customer participation＇s effects on customer perceived value from the perspective of endowment effect and payment depreciation of mental accounting, so as to better understand how customer participation influences customers＇ perceptions of gains and losses and why customers tend to magnify gain perception and reduce loss perception. The result will offer guidelines for enterprises＇ marketing practice.

作者汪涛崔楠杨奎

机构地区武汉大学经济与管理学院

出处《商业经济与管理》 CSSCI 北大核心 2009年第11期81-88,共8页 Journal of Business Economics

基金国家自然科学基金面上项目(70672068)

关键词顾客参与顾客感知价值心理账户禀赋效应支付贬值 customer participation customer perceived value mental accounting endowment effect payment depreciation

分类号 F713.5 [经济管理—市场营销]

引文网络
相关文献

参考文献36

1THALER R. Mental Accounting and Consumer Choice [J ]. Marketing Science, 1985,4 (3) :199-214.
2JEFFREY F D. The Co-Creation of Meaning between Marketers and Consumers ;Step 1 :How Marketing Creatives Interpret Consumer Motivations [ J ]. Advances in Consumer Research, 2003 (31 ) : 162.
3PRAHALAD C K, RAMASWAMY V. Co-Opting Customer Competence[J]. Harvard Business Review, 2000,78(1 ):79-87.
4BATESON J. Self-Service Consumer: An Exploratory Study [ J ]. Journal of Retailing, 1985,61 (3) : 49-76.
5MILLS P K, MORRIS J H. Clients as 'Partial' Employees of Service Organizations:Role Development in Client Participation [J ]. Academy of Management Review, 1986,11 (4) :726-735.
6CERMAK D S P, FILE K M K, PRINCE R A. Customer Participation in Service Specification and Delivery[J]. Journal of Applied Business Research, 1994,10(2) :90-97.
7望海军,汪涛.顾客参与、感知控制与顾客满意度关系研究[J].管理科学,2007,20(3):48-54. 被引量：66
8WOODRUFF R B. Customer Value:The Next Source for Competitive Advantage[J]. Journal of the Academy of Marketing Science, 1997, 25(2) : 139-153.
9ZEITHAML V A. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence[J]. Journal of Marketing, 1988,52(3) :2-22.
10SILPAKIT P, FISK R P. Participating the Service Encounter:A Theoretical Framework [M]. Chicago:American Marketing Association, 1985 : 117-121.

二级参考文献27

1韩小芸,温碧燕,伍小奕.顾客消费情感对顾客满意感的影响[J].南开管理评论,2004,7(4):39-43. 被引量：45
2Neeli Bendapudi,Robert P Leone.Psychological Implications of Customer Participation in Co-production[J].Journal of Marketing,2003,(January):14-28.
3White R W.Motivation Reconsidered:The Concept of Competence[J].Psychological Review,1959,66(5):297-333.
4Epstein S.This I have Learned from over Forty Years of Conducting Personality Research[J].Journal of Personality,1997,65 (1):3-32.
5Hui Michael K,John E G Bateson.Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience[J].Journal of Consumer Research,1991,18 (2):174-184.
6Schutz W.The Interpersonal Underworld[M].Palo Alto.CA:Science & Behavior Books,1966.
7Bateson J E G.Self-service Consumer:An Exploratory Study[J].Journal of Retailing,1985,61 (3):49-76.
8Lasch C.The Minimal Self:Psychic Survival in Troubled Times[M].NY:W W Norton,1984.
9Claycomb C,Lengnick-Hall C A,Inks L W.The Customer as a Productive Resource:A Pilot Study and Strategic Implications[J].Journal of Business Strategies,2001,18(1):47-68.
10Kelley S W,Donnelly J H,Skinner S J.Customer Par-Ticipation in Service Production and Delivery[J].Journal of Retailing,1990,66(3):315-335.