, 2
10716 
9870在竞争性市场环境下，企业如何通过提供新颖、独特、契合顾客需要的价值主张来吸引和留住顾客，成为管理者和研究者面临的重要议题。面对众多的价值主张，顾客只会选择少数企业，并与之持续互动。相比于将顾客视为被动的服务消费者，本研究引入注意、内化和反思三个认知心理学概念，分析了顾客价值主张强度的内涵，并将两类幸福动机作为前因变量，探讨它们对价值主张强度的作用机制。本研究在酒店情境下对理论假设进行了实证检验。数据分析结果表明：注意、内化和反思是影响价值主张强度的具体路径；享乐动机和自我实现动机的满足均会正向影响顾客价值主张强度，且当两类动机水平均较高时，顾客价值主张强度的水平也最高。本文的研究结论有助于促进企业对价值主张沟通进行过程化管理，改变营销思维、优化交互界面设计，对于建立持久稳定的顾客—企业关系具有重要的实践意义。
消费者会响应企业的价值主张吗？——幸福动机对价值主张强度的影响
摘要
参考文献
2 Andrades L, Dimanche F. Co-creation of experience value: A tourist behavior approach[A]. Prebensen N K, Chen J S, Uysal M. Creating experience value in tourism[C]. London: CABI, 2014.
3 Bentler P M, Bonett D G. Significance tests and goodness of fit in the analysis of covariance structures[J]. Psychological Bulletin,1980, 88(3): 588-606 DOI:10.1037/0033-2909.88.3.588
4 Bhagat P S, Williams J D. Leveraging relationships in marketing: A motivational perspective[J]. Journal of Relationship Marketing,2002, 1(3-4): 39-67 DOI:10.1300/J366v01n03_04
5 Bharwani S, Jauhari V. An exploratory study of competencies required to co-create memorable customer experiences in the hospitality industry[J]. International Journal of Contemporary Hospitality Management,2013, 25(6): 823-843 DOI:10.1108/IJCHM-05-2012-0065
6 Bitgood S. An attention-value model of museum visitors[R]. Center for Advancement of Informal Science Education, Washington DC, USA, 2010.
8 Campos A C, Mendes J, Do Valle P O, et al. Co-creating animal-based tourist experiences: Attention, involvement and memorability[J]. Tourism Management,2017, 63: 100-114 DOI:10.1016/j.tourman.2017.06.001
9 Carter T J, Gilovich T. I am what I do, not what I have: The differential centrality of experiential and material purchases to the self[J]. Journal of Personality and Social Psychology,2012, 102(6): 1304-1317 DOI:10.1037/a0027407
10 Chandler J D, Lusch R F. Service systems: A broadened framework and research agenda on value propositions, engagement, and service experience[J]. Journal of Service Research,2015, 18(1): 6-22 DOI:10.1177/1094670514537709
11 Cohen E. A phenomenology of tourist experiences[J]. Sociology,1979, 13(2): 179-201 DOI:10.1177/003803857901300203
12 Deci E L, Ryan R M. The " what” and " why” of goal pursuits: Human needs and the self-determination of behavior[J]. Psychological Inquiry,2000, 11(4): 227-268 DOI:10.1207/S15327965PLI1104_01
13 Deci E L, Ryan R M. Hedonia, eudaimonia, and well-being: An introduction[J]. Journal of Happiness Studies,2008, 9(1): 1-11 DOI:10.1007/s10902-006-9018-1
14 Dellande S, Gilly M C, Graham J L. Gaining compliance and losing weight: The role of the service provider in health care services[J]. Journal of Marketing,2004, 68(3): 78-91 DOI:10.1509/jmkg.68.3.78.34764
15 Dwyer F R, Schurr P H, Oh S. Developing buyer-seller relationships[J]. Journal of Marketing,1987, 51(2): 11-27 DOI:10.2307/1251126
16 Eisingerich A B, Bell S J. Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty[J]. Journal of Financial Services Marketing,2006, 10(4): 86-97 DOI:10.1057/palgrave.fsm.4760022
17 Fatma M, Rahman Z, Khan I. Measuring consumer perception of CSR in tourism industry: Scale development and validation[J]. Journal of Hospitality and Tourism Management,2016, 27: 39-48 DOI:10.1016/j.jhtm.2016.03.002
19 Fornell C, Larcker D F. Structural equation models with unobservable variables and measurement error: Algebra and statistics[J]. Journal of Marketing Research,1981, 18(3): 382-388 DOI:10.2307/3150980
21 Granovetter M S. The strength of weak ties[J]. American Journal of Sociology,1973, 78(6): 1360-1380 DOI:10.1086/225469
22 Grant A M. Does intrinsic motivation fuel the prosocial fire? Motivational synergy in predicting persistence, performance, and productivity[J]. Journal of Applied Psychology,2008, 93(1): 48-58 DOI:10.1037/0021-9010.93.1.48
23 Grewal D, Roggeveen A L, Sisodia R, et al. Enhancing customer engagement through consciousness[J]. Journal of Retailing,2017, 93(1): 55-64 DOI:10.1016/j.jretai.2016.12.001
24 Hibbert S, Winklhofer H, Temerak M S. Customers as resource integrators: Toward a model of customer learning[J]. Journal of Service Research,2012, 15(3): 247-261 DOI:10.1177/1094670512442805
25 Huta V, Ryan R M. Pursuing pleasure or virtue: The differential and overlapping well-being benefits of hedonic and eudaimonic motives[J]. Journal of Happiness Studies,2010, 11(6): 735-762 DOI:10.1007/s10902-009-9171-4
26 Huta V. The complementary roles of eudaimonia and hedonia and how they can be pursued in practice[A]. Joseph S. Positive psychology in practice: Promoting human flourishing in work, health, education, and everyday life[C]. 2nd ed. Hoboken, NJ: John Wiley & Sons, 2015.
27 Huta V. Eudaimonic and hedonic orientations: Theoretical considerations and research findings[A]. Vittersø J. Handbook of eudaimonic well-being[C]. Cham: Springer, 2016.
28 Kanfer R. Motivation theory and industrial and organizational psychology[A]. Dunnette M D, Hough L M. Handbook of industrial and organizational psychology[C]. Palo Alto, USA: Consulting Psychologists Press, 1990.
29 Kim I, Jeon S M, Hyun S S. Chain restaurant patrons’ well-being perception and dining intentions: The moderating role of involvement[J]. International Journal of Contemporary Hospitality Management,2012, 24(3): 402-429 DOI:10.1108/09596111211217888
30 Knobloch U, Robertson K, Aitken R. Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being[J]. Journal of Travel Research,2017, 56(5): 651-662 DOI:10.1177/0047287516650937
31 Larsen S. Aspects of a psychology of the tourist experience[J]. Scandinavian Journal of Hospitality and Tourism,2007, 7(1): 7-18 DOI:10.1080/15022250701226014
32 Lee D J, Kruger S, Whang M J, et al. Validating a customer well-being index related to natural wildlife tourism[J]. Tourism Management,2014, 45: 171-180 DOI:10.1016/j.tourman.2014.04.002
33 Lee S, Jeong M. Enhancing online brand experiences: An application of congruity theory[J]. International Journal of Hospitality Management,2014, 40: 49-58 DOI:10.1016/j.ijhm.2014.03.008
34 Lee S. The effect of social networking sites’ activities on customers’ well-being[J]. Journal of Hospitality & Tourism Research,2016 DOI:10.1177/1096348016675926
35 Leiper N. Are destinations " the heart of tourism”? The advantages of an alternative description[J]. Current Issues in Tourism,2000, 3(4): 364-368 DOI:10.1080/13683500008667878
36 Li C Y, Cui G, Peng L. The signaling effect of management response in engaging customers: A study of the hotel industry[J]. Tourism Management,2017, 62: 42-53 DOI:10.1016/j.tourman.2017.03.009
37 Merz M A, He Y, Vargo S L. The evolving brand logic: A service-dominant logic perspective[J]. Journal of the Academy of Marketing Science,2009, 37(3): 328-344 DOI:10.1007/s11747-009-0143-3
38 Ooi C S. A theory of tourism experiences: The management of attention[A]. O’Dell T, Billing P. Experiencescapes: Tourism, culture and economy[C]. Copenhagen, Denmark: Copenhagen Business School Press, 2005.
39 Payne A F, Storbacka K, Frow P. Managing the co-creation of value[J]. Journal of the Academy of Marketing Science,2008, 36(1): 83-96 DOI:10.1007/s11747-007-0070-0
40 Pearce P L, Lee U I. Developing the travel career approach to tourist motivation[J]. Journal of Travel Research,2005, 43(3): 226-237 DOI:10.1177/0047287504272020
41 Pearce P L, Packer J. Minds on the move: New links from psychology to tourism[J]. Annals of Tourism Research,2013, 40: 386-411 DOI:10.1016/j.annals.2012.10.002
42 Peterson C, Park N, Seligman M E P. Orientations to happiness and life satisfaction: The full life versus the empty life[J]. Journal of Happiness Studies,2005, 6(1): 25-41 DOI:10.1007/s10902-004-1278-z
43 Podsakoff P M, Mackenzie S B, Lee J Y, et al. Common method biases in behavioral research: A critical review of the literature and recommended remedies[J]. Journal of Applied Psychology,2003, 88(5): 879-903 DOI:10.1037/0021-9010.88.5.879
44 Sirgy M J, Lee D J. Well-being marketing: An ethical business philosophy for consumer goods firms[J]. Journal of Business Ethics,2008, 77(4): 377-403 DOI:10.1007/s10551-007-9363-y
45 Steger M F. Hedonia, eudaimonia, and meaning: Me versus us; fleeting versus enduring[A]. Vittersø J. Handbook of eudaimonic well-being[C]. Cham: Springer, 2016.
46 Tung V W S, Ritchie J R B. Exploring the essence of memorable tourism experiences[J]. Annals of Tourism Research,2011, 38(4): 1367-1386 DOI:10.1016/j.annals.2011.03.009
47 Vargo S L, Lusch R F. Evolving to a new dominant logic for marketing[J]. Journal of Marketing,2004, 68(1): 1-17 DOI:10.1509/jmkg.68.1.1.24036
48 Vargo S L, Lusch R F. Service-dominant logic: Continuing the evolution[J]. Journal of the Academy of Marketing Science,2008, 36(1): 1-10 DOI:10.1007/s11747-007-0069-6
49 Vittersø J. Flow versus life satisfaction: A projective use of cartoons to illustrate the difference between the evaluation approach and the intrinsic motivation approach to subjective quality of life[J]. Journal of Happiness Studies,2003, 4(2): 141-167 DOI:10.1023/A:1024413112234
50 Vittersø J. Subjective well-being versus self-actualization: Using the flow-simplex to promote a conceptual clarification of subjective quality of life[J]. Social Indicators Research,2004, 65(3): 299-331 DOI:10.1023/B:SOCI.0000003910.26194.ef
51 Waterman A S, Schwartz S J, Conti R. The implications of two conceptions of happiness (hedonic enjoyment and eudaimonia) for the understanding of intrinsic motivation[J]. Journal of Happiness Studies,2008, 9(1): 41-79 DOI:10.1007/s10902-006-9020-7
52 Williams L J, Cote J A, Buckley M R. Lack of method variance in self-reported affect and perceptions at work: Reality or artifact?[J]. Journal of Applied Psychology,1989, 74(3): 462-468 DOI:10.1037/0021-9010.74.3.462
53 Zhao X Y, Mattila A S, Tao L S E. The role of post-training self-efficacy in customers’ use of self service technologies[J]. International Journal of Service Industry Management,2008, 19(4): 492-505 DOI:10.1108/09564230810891923
引用本文
张爱萍, 王晨光. 消费者会响应企业的价值主张吗？——幸福动机对价值主张强度的影响[J]. 外国经济与管理, 2018, 40(11): 89-100.
导出参考文献，格式为：
