心理科学进展Issue(6)：937-945,9.DOI:10.3724/SP.J.1042.2015.00937
顾客间互动影响服务品牌象征价值的心理机制
The Effect Mechanism of Customer-to-Customer Interaction on Psychological Symbolic Value of Service Brands
摘要
Abstract
Symbolic value is consumer’s psychological benefit endowed by brands, which is an important way for marketers to strengthen consumers’ psychological satisfaction. Customers-to-Customer Interaction is very important but ignored by existing research. Firstly, this research builds and adjusts the mechanism model of the effect of CCI on symbolic value with the methods of interviews and Critical Incident Techniques. Secondly, the authors explore the relationships between customer in-role interaction behavior and symbolic value, and the relationships between extra-role interaction behavior and symbolic value respectively, based on Fundamental Interpersonal Relations Orientation (FIRO), revealing the formation mechanism of customer symbolic consumption in service scope. Thirdly, laboratory experiments, field experiments and survey are employed to test the theoretical model so as to provide theoretical tools and recommendations for service enterprises to stimulate consumer symbolic consumption.关键词
顾客间互动/消费者心理/象征价值/品牌Key words
customer-to-customer interaction/service/symbolic value/brand分类
社会科学引用本文复制引用
邱琪,郑秋莹,姚唐..顾客间互动影响服务品牌象征价值的心理机制[J].心理科学进展,2015,(6):937-945,9.基金项目
国家自然科学基金项目(71402106)、2015年北京市教育委员会社科计划项目、北航中央高校基本科研业务费(YWF-14-JGXY-005)、北京高等学校青年英才计划项目(YETP0801)资助,首都经济贸易大学2014年度科研基金项目成果。 （71402106）
