在有关顾客参与的研究中过于强调顾客参与对顾客满意的影响,以及企业对顾客参与结果的影响.但顾客参与的结果不仅取决于顾客外部因素,还取决于独特性需要这样的顾客内部因素.为揭示独特性需要对顾客参与过程的重要性,本文以独特性需要作为调节变量来考察它在顾客参与活动中对顾客价值创造和满意的影响.在此基础上,运用结构方程模型展开实证研究,研究结果表明,顾客参与对顾客价值的创造有显著正向影响;独特性需要对于顾客参与的价值创造结果确实存在着积极的调节作用.针对研究结论,本文提出了相应的管理对策和研究展望.%The current marketing literature emphasizes on the importance of behavioral congruence of customers, but neglects the reality of behavioral non-uniformity. Behavior non-uniformity asserts that customers behave differently because customers are susceptible to unique needs and the influence of other consumers for impulse behaviors. A customer's unique needs are embedded in the consumption process. Depending on the demand for unique needs, customers would exhibit different behaviors and participate in the consumption process, thereby having varying effects on perceived values. In order to reveal the relationships, this paper assesses the moderating effect of a customer's demand for uniqueness on customer value creation and customer satisfaction in the process of customer participation.We first conduct literature review on uniqueness theory to understand the relationships between a customer's uniqueness needs,and customer value creation. The literature review leads us to derive a theoretical model and hypotheses. Empirical data are collected from subjects in the personal development industry. We conduct in-depth interviews with our subjects and apply structural equation methods to test the proposed hypotheses. The research results show that customer participation has positive effects on the customer value creation regardless of the varying degree of a consumer's needs for uniqueness.A consumer's need for uniqueness can have a moderating effect on the relationship between customer participation and utilitarian value, and on the relationship between customer participation and hedonic value. The higher demand a customer has for uniqueness,the more influence a customer's participation has on a customer's perception of utilitarian and hedonic values. However, there is no difference in the influence of customer value on customer satisfaction among groups with different needs for uniqueness. Surprisingly, a customer's unique needs do not exhibit a moderating effect on the relationship between customer value and customer satisfaction.Companies can have a better understanding of the contribution of demand for customer uniqueness to customer value creation in the process of customer participation. This paper lays a foundation for future academic and practical studies on value co-creation between customers and companies.
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