顾客资源对价值共创能力的影响机制——资源整合的中介作用

摘要

从资源理论的角度出发,探讨了顾客资源对顾客价值共创能力的作用机理,分析了资源整合在其中的中介作用以及自我效能感的调节作用.利用对442名团队游客的调查数据,采用结构方程模型方法检验了研究假设.结果表明:在价值共创中,顾客的人力资源和关系资源均可通过资源整合的两个阶段——资源识取和资源配用积极影响顾客价值共创能力;资源识取对资源配用有显著的正向影响;顾客的自我效能感越低,资源配用对顾客价值共创能力的影响越大.%From the perspective of resource theory,this paper explores the effect mechanism of customer participating on value co-creation ability.And it investigates the impacts of customer resources on customer's value co-creation ability,and the mediating effect of resource integration and the moderating effect of self-efficacy on this relationship.Based on the investigation in 442 team tourists,it uses the SEM method to test the corresponding hypothesises.The results show as follows:both human resources and relational resources of customers significantly impact on customer's value co-creation ability through two stages of resource integration which are the identification and acquisition of resources and the allocation and utilization of resources;the identification and acquisition of resources had a significant positive impact on the allocation and utilization of resources;the customer with lower self-efficacy,the greater the impact of allocation and utilization of resources on customer's co-creation ability.