安庆师范大学学报（社会科学版）2025，Vol.44Issue(4)：52-61,10.DOI:10.13757/j.cnki.cn34-1329/c.2025.04.008
数字敏捷性对全渠道顾客价值共创行为的影响机制
The Influence of Digital Agility on Omni-Channel Customer Value Co-Creation Behavior:A Moderated Mediation Model
摘要
Abstract
This paper integrates Stimulus-Organism-Response(SOR)theory and service-dominant logic,introduces omni-channel customer experience as a mediating variable and expected co-creation benefit as a moderating variable,and constructs a moderated mediation model.Based on 350 survey responses and employing structural equation modeling and Bootstrap analysis,we empirically examine the impact of digital agility in retail enterprises on customer value co-creation behaviors,along with the mediating effect of the omni-channel customer experience and the moderating effect of expected co-creation benefit.The results demonstrate that digital agility significantly and positively affects two forms of customer value co-creation behaviors:participation behavior and citizenship behavior.Omni-channel customer experience acts as a me-diator in the relationship between digital agility and customer value co-creation behaviors,while the expected co-creation benefits positively moderates the impact of digital agility on these behaviors.The findings extend and enrich the existing theoretical boundaries of value co-creation behavior,agility,and omni-channel marketing,as well as their related literature.Furthermore,the research provides a theoretical foundation for understanding the role of digital agility in the omni-channel retail context and for enhancing customer experience value in omni-channel retail practice.关键词
数字敏捷性/全渠道零售/顾客体验/共创利益预期/价值共创Key words
digital agility/omni-channel retailing/customer experience/expected co-creation benefit/value co-creation分类
管理科学引用本文复制引用
陈晓霞,关善荃,许安心..数字敏捷性对全渠道顾客价值共创行为的影响机制[J].安庆师范大学学报（社会科学版）,2025,44(4):52-61,10.基金项目
福建省社会科学基金博士扶持项目"数字敏捷性对全渠道顾客价值共创行为的影响机制研究"(FJ2023BF027) （FJ2023BF027）
国家社会科学基金一般项目"我国旅游产业生态化时空分异规律及管理响应研究"(21BG148). （21BG148）
