社会支持视角下顾客在线互助心理和行为机制研究

顾客参与价值共创是现代服务营销理论的主导逻辑之一。一方面，以人际交互为特征的Web 2.0的发展为顾客参与在线价值共创提供了重要媒介；另一方面，消费结构升级促使顾客通过参与价值共创获得更高层次心理满足感和自我实现感。作为顾客价值共创的表现形式，顾客间通过网络平台实现交流、互动、分享和互助行为，能够获得丰富的消费信息和美好的情感体验，有助于形成人际之间的友谊，也使得顾客得以寻求自我表达和自我实现，收获更高层次的满足感。本课题以社会支持理论为基础，聚焦不同属性顾客在不同类型网站中参与在线互助的心理动机、心理收获和行为方式，采用行为实验、实证调查、案例研究、神经营销学等多种研究方法，深入剖析顾客参与在线互助过程中的心理和行为反应机制。预期研究成果将丰富现有网络顾客参与心理和行为的理论体系，也为互联网企业更加有效地管理顾客在线参与行为以及激励顾客参与在线价值共创提供理论指导。

Customers’ participation in value co-creation is one of dominant logical theories in the modern service marketing. On one hand, Web 2.0, as being charactered by interaction, offers a vital media through which customers participate in online value co-creation; on the another hand, the upgrading cosumption structure impels customers’ gaining a higher level of psychological satisfaciton and self-fulfillment in value co-creation participation. As a form of customer value co-creation, the behavior of communication, interaciton, sharing and interactive support among customers through online platform will offer them abundant consumption information and positive emtional experience, which is helpful to construct interpersonal friendship and enables customers to seek self-expression and self-fullfillment in pursit of a higher level of satisfaciton. Based on social support theory and by the method of experiment, survey, case and neomarketing, this project concentrates on psychological motivation, psychological benefits and behavior pattern when customer with different traits participating in online interactive support in different types of websites, and explores the psychological and behavioral mechasiam of customer online interactive support. The expected results will enrich the existing theories about customer participation psychology and behavior in network, and provides theorical recommendations for online firms to manange customer online participation behavior and encourage them to involve in online co-creation more effectively.