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10038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
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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.
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