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文章从消费者角度出发论述了C2B情境下顾客价值创造对顾客满意度的影响。本文在对相关文献整理的基础上,建立了一个以C2B顾客价值为自,变量、顾客满意度为因变量、产品特征为调节变量的模型,通过发放问卷的形式进行研究论证。研究结果发现:(1)C2B情境下顾客价值子维度中的产品价值、互动性价值、个性化价值、安全性价值对顾客满意度显著正相关,而及时性价值对顾客满意度显著负相关;(2)C2B情境下产品类型在顾客价值对顾客满意度的影响中存在着部分调节效应;(3)C2B情境下产品价格部分调节顾客价值与顾客满意度的作用关系。
The article discusses the impact of customer value creation on customer satisfaction in C2B from the perspective of consumers. Based on the collation of related literatures, this paper establishes a model that takes C2B customer value as self-variable and customer satisfaction as dependent variable and product features as regulatory variables, and conducts research and demonstration by issuing questionnaires. The results show that: (1) Product value, interactivity value, personalization value and safety value in customer sub-dimension are significantly and positively correlated with customer satisfaction in C2B scenario, while timeliness value is negatively correlated with customer satisfaction; (2) there is a partial adjustment effect on product type in C2B scenario under the influence of customer value on customer satisfaction; (3) the role of product price in C2B partially adjust the relationship between customer value and customer satisfaction.