發(fā)布時間：2018-06-18 01:45

  本文選題：時間距離 + 社會距離�。� 參考：《哈爾濱工業(yè)大學》2015年碩士論文

【摘要】：21世紀以后,隨著顧客的消費意識發(fā)生了轉變,顧客漸漸成為企業(yè)開發(fā)產(chǎn)品或服務的積極參與者。企業(yè)的管理者們看到了消費者參與企業(yè)共同創(chuàng)造的能力,漸漸開始重視共同創(chuàng)造活動的必要性和有利性,開始重視消費者在共同創(chuàng)造中不可替代的作用。解釋水平理論認為人們對客體的認知的心理表征具有不同的解釋水平,而解釋水平又取決于人們所感知到的與客體間的心理距離(時間距離、社會距離、空間距離和假設性),進而影響了人們的行為決策。本文結合時下心理學研究熱點的解釋水平理論做支撐,基于心理距離的視角去研究消費者參與共同創(chuàng)造的行為意愿。根據(jù)學者關于心理距離的研究,提出心理距離的不同維度(時間距離、社會距離、假設性)會對消費者參與共同創(chuàng)造的意愿產(chǎn)生正向影響。在實證研究的部分,本文將共創(chuàng)活動以舉行的時間點為中間點分為還未舉辦的共創(chuàng)活動和進行中的共創(chuàng)活動。本文分別通過設計情境實驗和選取8個不同的虛擬社區(qū),來收集數(shù)據(jù),其次,利用SPSS21統(tǒng)計軟件進行相關變量的相關分析、單因素方差分析、多元回歸分析和調節(jié)分析,來實證分析消費者感知到的心理距離對其線上參與共創(chuàng)活動意愿的影響。同時利用AMOS軟件進行進一步的模型驗證。得出以下結論:(1)對于還未進行的共創(chuàng)活動,消費者感知到的心理距離(時間距離、社會距離、假設性)越遠,消費者線上參與共創(chuàng)活動的意愿更低。(2)時間距離越遠,消費者的線上共創(chuàng)活動參與意愿更高。(3)社會距離越近,消費者的線上共創(chuàng)活動參與意愿更高。(4)假設性越大(假設性維度大),消費者的線上共創(chuàng)活動參與意愿更高。(5)時間距離、社會距離、假設性間任意兩者或三者間的交互作用對消費者的線上參與共創(chuàng)活動意愿沒有顯著性影響。(6)消費者的線上共創(chuàng)活動參與意愿越高,他們的產(chǎn)品購買意愿越高。(7)活動類型對心理距離的不同維度對消費者的共創(chuàng)意愿有調節(jié)作用。
[Abstract]:After the 21st century, with the change of consumer consciousness, customers gradually become active participants in the development of products and services. The managers of enterprises have seen the ability of consumers to participate in the co-creation of enterprises, gradually began to attach importance to the necessity and advantage of co-creation activities, and began to attach importance to the irreplaceable role of consumers in co-creation. The level of interpretation theory holds that the psychological representation of people's cognition of the object has different levels of interpretation, and the level of interpretation depends on the psychological distance between people and the object (time distance, social distance). Spatial distance and hypothetical factors influence people's behavior decision. Based on the theory of explanation level which is the focus of psychological research, this paper studies the behavior willingness of consumers to participate in co-creation from the perspective of psychological distance. According to the research on psychological distance, it is suggested that different dimensions of psychological distance (time distance, social distance, hypothetical) have a positive effect on consumers' willingness to participate in co-creation. In the part of empirical research, this paper divides the co-creation activity into two parts: the unheld co-creation activity and the ongoing co-creation activity. This paper collects data by designing situational experiments and selecting 8 different virtual communities. Secondly, we use SPSS21 software to carry out correlation analysis of related variables, single factor variance analysis, multiple regression analysis and adjustment analysis. To empirically analyze the impact of psychological distance perceived by consumers on their willingness to participate in creating activities online. At the same time, Amos software is used for further model verification. Draw the following conclusion: 1) the longer the psychological distance consumers perceive (time distance, social distance, hypothetical) for the activities they have not yet engaged in, the longer the consumers are less willing to participate in the creation activities online, and the longer the distance between the psychological distance (time distance, the social distance, the hypothetical distance), the longer the consumers are willing to participate in the activities. The closer the social distance is, the greater the consumers' willingness to participate in online co-creation activities is, the greater the hypothetical dimension is, and the higher the consumers' willingness to participate in online activities is, the greater the time distance is. Social distance, hypothetical interaction between any two or three of them has no significant effect on consumers' willingness to participate in online activities. The higher the willingness to purchase the product, the higher the activity type can regulate the consumers' willingness to create together in different dimensions of psychological distance.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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本文編號：2033447