自媒体环境下顾客创造及其体验价值——基于微博用户访谈的内容分析

发布时间：2018-07-11 13:15

本文选题：自媒体 + 顾客创造　；参考：《管理评论》2017年04期

【摘要】：自媒体(Consumer-generated Media,CGM)是对微博、社交网络、博客、虚拟社区等个人网络媒体平台的统称。自媒体环境中的顾客创造是顾客利用具备的知识、资源和技能在自媒体中制作、上传、再创造各种形式内容的行为和过程,顾客在创造过程中获得了体验价值。本文以微博为例,通过对26位微博用户深度访谈的内容分析发现:微博上的创造内容主要涉及日常生活体验;企业的营销活动、微博平台的奖励措施、其他用户的创造行为和鼓励是影响顾客创造的影响因素;顾客的自主需求,受尊重和社交动机是主要的顾客创造动机;顾客在创造过程中和过程完成以后获得了社会联系、社会认同、以及娱乐创造体验价值。最后本文提出命题,构建了初步理论模型。企业应该对顾客创造行为的影响因素施加影响,通过顾客的真实体验激发顾客的创造动机,根据创造动机和创造体验价值制定营销策略,进而影响顾客创造行为。本文的研究结论有助于营销者理解微博用户行为,从而为有效激发顾客创造行为,利用顾客创造内容进行有效企业营销传播提供理论支持。
[Abstract]:Consumer-generated Media is a generic term for personal online media platforms such as Weibo, social networks, blogs, and virtual communities. Customer creation in self-media environment is the behavior and process of making, uploading, and creating various forms of content in the media using the knowledge, resources and skills that customers possess, and the customer obtains the experience value in the process of creation. This paper takes Weibo as an example, through in-depth interviews with 26 Weibo users, and finds that the content created on Weibo mainly involves daily life experience, marketing activities of enterprises, incentive measures of Weibo platform, The creative behavior and encouragement of other users are the influencing factors of customer creation; the independent needs, respect and social motivation of customers are the main motivations of customer creation; the customers get social connections in the process of creation and after the completion of the process. Social identity and entertainment create experiential value. Finally, this paper puts forward a proposition and constructs a preliminary theoretical model. The enterprise should exert influence on the influencing factors of the customer's creative behavior, stimulate the customer's creative motivation through the customer's real experience, and formulate the marketing strategy according to the creation motive and the creation experience value, and then influence the customer's creative behavior. The conclusion of this paper is helpful for marketers to understand the behavior of Weibo users so as to provide theoretical support for effectively stimulating customer creation behavior and making use of customer created content for effective enterprise marketing communication.
【作者单位】：天津师范大学管理学院;中国人民大学商学院;浙江省杭电智慧城市研究中心电子商务与电子政务研究所;桂林理工大学现代企业管理研究中心;香港大学经济及工商管理学院;
【基金】：国家自然科学基金青年项目(71502128) 浙江省杭电智慧城市研究中心项目(ZXZH1401012) 杭州电子科技大学项目ZX150202304002);杭州电子科技大学讲座教授项目(ZX140204304002/001) 广西高校人文社会科学重点研究基地基金资助
【分类号】：F274

【相似文献】