如何取得客户的参与-知觉控制的作用

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1、如何取得客户的参与:知觉控制的作用 Abstract：As the customers played more and more important role in marketing value creation process，firms must improve the level of customer involvement.Customers perceived control played an important role in their involvement in firms activities.We proposed that marketing activities

2、 the customer participated in affected consumers perceived control，which in turn affected directly pleasure，perceived risk，customer empowerment，and through them to customer involvement.Meanwhile there was also a direct relationship between perceived control and customer involvement. Key words：custom

3、er involvement，perceived control，pleasure，perceived risk，empowerment 1、Introduction As the development of the information technology，especially the development of the internet，the role of customers in marketing value creation process has changed greatly.Firms can not solely make marketing activities

4、，and customers are becoming a part of the business system.Firms have always sought to hear the “voice of the customers” by improving the level of customer involvement.Thus，how to get customer involvement becomes a very important problem for firms.Previous researches have showed the positive relation

5、ship between perceived control and involvement（Zaichkowsky，1985；Ward & Barnes，2001）.However，the emotion，risk perception and empowerment aroused by perceived control may have the mediate effects. 2、Theoretical framework Involvement is defined as “perceived relevance of the object based on inherent ne

6、eds，values，and interests”（Zaichkowsky，1985）in exploring enduring and intrinsic relevance of an object.Barki and Hartwick（1989）concluded that the involvement as a subjective psychological state，reflecting the importance and personal relevance of an object or event.Researchers have viewed involvement

7、as an internal state indicating arousal，interest，or drive invoked by a stimulus or a situation（Bloch，1982；Andrews，Durvasula，& Akhter，1990）.This suggests that involvement has been conceptualized as a cognitive，affective or motivational construct indicating state of mind，or perceived personal relevanc

8、e（Zaichkowsky，1985；Celsi & Olson，1988）. Following these researches，customer involvement should refer to a psychological state reflecting the importance and personal relevance of an object to the customer.Barki and Hartwick（1994）developed a measure of customer involvement reflecting the two dimension

9、s of importance and personal relevance. Control is widely accepted as a human driving force and has often been defined as the need to demonstrate ones competence，superiority and mastery over the environment（Hui & Bateson，1991）.Empirical evidence has shown that increased perceived control exerts a si

10、gnificant，positive impact on the human physical and psychological well-being（Hui & Bateson，1991）.Similarly，Proshansky et al.（1974）have suggested that people tend to feel and behave more positively when they perceive that there is more control in the environment. It has been suggested that perceived

11、control is a crucial determinant of the quality of the two types of inter actions（interpersonal and environment）that comprise the service encounter.Schutz（1966）proposed that human social behaviors are driven by three kinds of interpersonal needs which include control，suggesting that a feeling of con

12、trol is essential to having satisfactory interactions with other people.Similarly，Proshansky et al.（1974）have suggested that people tend to feel and behave more positively when they perceive that there is more control in the environment. There was a positive relationship between perceived control an

13、d involvement（Zaichkowsky，1985；Ward & Barnes，2001）.These results showed that the participants perceived control had the directly impact on customer involvement.However，other factors such as feelings of pleasure and perceived risk might mediate the relationship between perceived control and customer

14、involvement.In Hui and Batesons（1991）and Ward and Barnes（2001）studies，perceived control was found to exhibit a positive effect on feelings of pleasure.Meanwhile，it is proposed here that control can provide a means of reducing risk during the consumption experience（Noone，2008）.The extensive research

15、on perceived risk has shown that consumers perceptions of risk are central to their evaluations and purchasing behaviors（Dowling，1999）.There were few researches to explore the mediating effect of the third factor between the perceived control and customer involvement.Customer involvement was positiv

16、ely related to customer satisfaction.The improved pleasure and reduced perceived risk can improve customer satisfaction.Therefore，we assumed that the pleasure and perceived risk will mediate the relationship between perceived control and customer involvement. Another factor that mediated the relatio

17、nship between perceived control and customer involvement might be the empowerment.Empowerment is thought to be a process by which individuals gain mastery or control over their own lives and democratic participation in the life of their community（Katz，1984；Rappaport，1987）.Melhem（2003）revealed three

18、distinct dimensions of empowerment：responsiveness，control，and discretion.So the perceived control was strongly related to the customer empowerment.Customer empowerment reflects the extent to which a firm provides its customers avenue for proactive customer involvement（Ramani & Kumar，2008）.Therefore，

19、we assumed that the customer empowerment will mediate the relationship between perceived control and customer involvement. 3、Propositions On the basis of the preceding discussion，our propositions lead to the theoretical framework depicted in Figure 1.Our framework proposes that marketing activities

20、the customer participated in affect consumers perceived control，which in turn affects directly pleasure，perceived risk，customer empowerment，and through them to customer involvement.There is also a direct relationship between perceived control and customer involvement. P1：High perceived control will

21、lead to high customer involvement. P2：Pleasure will mediate the relationship between perceived control and customer involvement.High perceived control will lead to high pleasure.High pleasure will then lead to high customer involvement. P3：Risk will mediate the relationship between perceived control

22、 and customer involvement.High perceived control will lead to low risk.Low risk will then lead to high customer involvement. P4：Customer empowerment will mediate the relationship between perceived control and customer involvement.High perceived control will lead to high customer empowerment.High cus

23、tomer empowerment will then lead to high customer involvement. Reference： 1Andrews，J.C.，Durvasula，S.，Akhter S.H.，1990.A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research，Journal of Advertising 19，27-40. 2Barki，H.，Hartwick，J.，1989.Rethinking the concept of

24、user involvement.MIS Quarterly 13（1），53-63. 3Barki，H.，Hartwick，J.，1994.Measuring user participation，user involvement，and user attitude.MIS Quarterly 18（1），59-82. 4Bloch，P.H.，1982.Involvement Beyond the Purchase Process：Conceptual Issues and Empirical Investigation，in Advances in Consumer Research，An

25、drew A.Mitchell（Ed.）Vol.9.Ann Arbor，MI：Association for Consumer Research. 5Celsi，R.L.，Olson J.C.，1988.The Role of Involvement in Attention and Comprehension Process，Journal of Consumer Research 15（3），210-224. 6Dowling，G.R.，1999.Perceived risk.In：Earl，P.E.，Kemp，S.（Eds.），The Elgar Companion to Consume

26、r Research and Economic Psychology.Edward Elgar，Cheltenham，UK，pp.419-424. 7Hui，M.K.，Bateson，J.E.，1991.Perceived control and the effects of crowding and consumer choice on the service experience.Journal of Consumer Research 18（2），174-184. 8Katz，R.，1984.Empowerment and synergy：Expanding the communitys

27、 healing resources.Prevention in Human Services 3，201-226. 9Melhem，Y.（2004）.The antecedents of customer-contact employees empowerment.Employee Relations 26（1）：72-93. 10Noone，B.M.，2008.Customer perceived control and the moderating effect of restaurant type on evaluation s of restaurant employee perfo

28、rmance.International Journal of Hospitality Management 27，23-29. 11Proshansky，H.M.，Ittelson，W.H.，Rivlin，L.G.，1974.Freedom of choice and behavior in a physical setting.In：Proshansky，H.M.（Ed.），Environmental Psychology.Holt，Rinehart & Winston，New York，NY，pp.170-181. 12Ramani，G.，Kumar，V.，2008.Interactio

29、n orientation and firm performance.American Marketing Association 72，27-45. 13Rappaport，J.，1987.Terms of empowerment/exemplars of prevention：Toward a theory for community psychology.American Journal of Community Psychology 15，121-148. 14Schutz，W.，1966.The interpersonal underworld，Science & Behavior

30、Books Palo Alto，CA. 15Ward，J.C.，Barnes，J.W.，2001.Control and affect：the influence of feeling in control of the retail environment on affect，involvement，attitude，and behavior.Journal of Business Research 54，139-144. 16Zaichowsky，J.L.，1985.Measuring the involvement construct.Journal of Consumer Research 12，341-352.第 9 页 共 9 页