互联网条件下顾客独立创造价值理论研究综述
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外国经济与管理 2015 年 第 37 卷第 05 期, 页码：
摘要
参考文献
摘要
顾客独立创造价值是指顾客在一定的社会情境下利用知识、技能、企业的产品与服务乃至顾客本身的社会角色和位置以及与其他社会成员的相互关系等各种资源，通过与产品或者与其他顾客的互动进行价值创造的动态过程；企业成为价值创造的协助者，为顾客提供平台和资源。本文着重研究顾客在互联网中通过社会互动进行的价值创造。随着操作性资源的数字化、社会互动行为的线上化以及顾客社群形成的互联网化，互联网正成为顾客通过社会互动进行价值创造的重要平台。研究互联网条件下顾客独立进行的价值创造对于价值创造理论的发展和营销管理实践都具有重要意义。本文首先分析了互联网对顾客独立创造价值的重要影响；接着提出了研究互联网条件下顾客独立创造价值问题的理论基础，包括营销资源理论和社会结构理论；然后提炼出顾客在互联网条件下独立创造价值的路径，包括弱关系互动与信息流动以及强关系互动与情感回应；最后对未来研究方向进行了展望。
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［30］Novani S and Kijima K.Value cocreation by customertocustomer communication：Social media and facetoface for case of airline service selection［J］.Journal of Service Science and Management,2012,5(1)：101-109.
［31］Novani S and Kijima K.Efficiency and effectiveness of C2C interactions and mutual learning for value cocreation：Agentbased simulation approach［J］.International Journal of Business and Management,2013,8(9)：50-62.
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［33］Radcliffe B A and Forde D.African systems of kinship and marriage［M］.London：Oxford University Press,1950.
［34］Reid D A,Ellen B P and Plank R E.The impact of purchase situation on salesperson communication behaviors in business marketing［J］.Industrial Marketing Management,2002,31(3)：205-213.
［35］Schooler C.Cultural and social structural explanations of crossnational psychological differences［J］.Annual Review of Sociology,1996,22(1)：323-349.
［36］Sheth J N,Newman B I and Gross B L.Why we buy what we buy：A theory of consumption values［J］.Journal of Business Research,1991,(22)：159-170.
［37］Shirky C. Here comes everybody：The power of organizing without organizations［M］.London：The Penguin Press,2008.
［38］Thurau H T and Walsch G.Electronic wordofmouth：Motives for and consequences of reading customer articulations on the internet［J］.International Journal of Electronic Commerce,2003,8(2)：51-74.
［39］Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing［J］.Journal of Marketing,2004,68(1)：1-17.
［40］Vargo S L and Lusch R F.Servicedominant logic：What it is,what it is not,what it might be［A］.in R F Lusch and S L Vargo(Eds.).The service dominant logic of marketing：Dialog,debate and directions［C］.New York：M E Sharpe,2006.
［41］Vargo S L and Lusch R F.From goods to service(s)：Divergences and convergences of logics［J］.Industrial Marketing Management,2008,37(3)：254-259.
［42］李耀，王新新.价值的共同创造与单独创造及顾客主导逻辑下的价值创造研究评介［J］.外国经济与管理,2011,33(9)：43-50.
［43］李耀.顾客主导逻辑下顾客单独创造价值——基于认知互动视角的实证研究［J］.中国工业经济,2014,(1)：101-113.
［44］罗家德.社会网分析讲义［M］.北京：社会科学文献出版社,2005.
［45］竹内弘高,野中郁次郎.知识创造的螺旋［M］.李萌译.北京：知识产权出版社,2006.
［2］Agnihotri R and Kothandaraman K.Bringing “social” into sales：The impact of salespeople’s social media use on service behaviors and value creation［J］.Journal of Personal Selling & Sales Management,2012,32(3)：333-348.
［3］Ahearne M and Douglas E H.Why sales reps should welcome information technology：Measuring the impact of CRMbased it on sales effectiveness［J］.International Journal of Research in Marketing,2007,24(4)：336-349.
［4］Barney J B.Firm resources and sustained competitive advantage［J］.Journal of Marketing,1991,17(3)：99-120.
［5］Beneria L.Reproduction,production and the sexual division of labour［J］.Cambridge Journal of Economics,1979,3(3)：203-225.
［6］Berger P L and Luckmann T.The social construction of reality：A treatise in the sociology of knowledge［M］.London：Penguin,1967.
［7］Blumer H.Symbolic interactionism：Perspective and method［M］.Englewood Cliffs,NJ：Prentice Hall,1969.
［8］Burt R S.Structural holes and good ideas［J］.American Journal of Sociology,2004,110(7)：49-99.
［9］Colton C W.Leisure,recreation,tourism：A symbolic interactionism view［J］.Annals of Tourism Research,1987,14(3)：345-360.
［10］Constantin J A and Lusch R F.Understanding resource management［M］.Oxford,OH：The Planning Forum,1994.
［11］Deighton J and Grayson K.Marketing and seduction：Building exchange relationships by managing social consensus［J］.Journal of Consumer Research,1995,21(4)：660-676.
［12］Edvardsson B,Tronwoll B and Gruber T.Expanding understanding of service exchange and value cocreation：A social construction approach［J］.Journal of the Academic Marketing Science,2011,39(10)：327-339.
［13］Flint D J.Innovation,symbolic interaction and customer valuing：Thoughts stemming from a servicedominant logic of marketing［J］.Marketing Theory,2006,6(3)：349-362.
［14］Giddens A.The constitution of society：Outline of the theory of structuration［M］.Cambridge：Polity,1984.
［15］Gopal A and Pushkala P.Understanding GDSS in Symbolic context：Shifting the focus from technology to interaction［J］.MIS Quarterly,2000,24(3)：509-546.
［16］Granovetter M S.Getting a job［M］.Cambridge：Harvard University Press,1974.
［17］Gronroos C and Voima P.Critical service logic：Making sense of value creation and cocreation［J］.Journal of Academic Marketing Science,2013,41(7)：133-150.
［18］Gummesson E.Many to many marketing as grand theory［M］.Armonk：M E Sharpe,2006：339-353.
［19］Heinonen K,Strandvik T and Mickeleeson K.Rethinking service companies’ business logic：Do we need a customerdominant logic as a guideline?［R］.Working Paper No 546,Hanken School of Economics,2009.
［20］Hoffman L.Constructing realities：An art of lenses［J］.Family Process,1990,29(1)：1-12.
［21］Howard J A.Social psychology of identities［J］.Annual Review of Psychology,2000,26(1)：367-393.
［22］Kaplan B and Maxwell J A.Qualitative research methods for evaluating computer information systems［M］.Thousand Oaks,CA：Sage,1994：45-68.
［23］Keller K L.Building customerbased brand equity［J］.Marketing Management,2001,10(2)：14-19.
［24］Lin B O and Hock H T.Consumer value cocreation in a hybird commerce servicedelivery system［J］.International Journal of Electronic Commerce,2010,14(3)：35-62.
［25］Lin N.Social captical：A theory of social structure and action［M］.Cambridge：Cambridge University Press,2001.
［26］Lockwood M.Fertility and household labour in Tanzania：Demography,economy,and society in Rufiji District［M］.Oxford：Claredon,1998.
［27］Lusch R F,Vargo S L and O’Brien M.Competing through service：Insights form servicedominant logic［J］.Journal of Retailing,2007,83(1)：5-18.
［28］Lusch R F,Vargo S L and Wessels G.Toward a conceptual foundation for service science：Contributions from servicedominant logic［J］.IBM Systems Journal,2008,47(1)：5-14.
［29］Mannheim K.Ideology and Utopia：An introduction to the sociology of knowledge［M］.London：Routledge & Kegan Pual,1936.
［30］Novani S and Kijima K.Value cocreation by customertocustomer communication：Social media and facetoface for case of airline service selection［J］.Journal of Service Science and Management,2012,5(1)：101-109.
［31］Novani S and Kijima K.Efficiency and effectiveness of C2C interactions and mutual learning for value cocreation：Agentbased simulation approach［J］.International Journal of Business and Management,2013,8(9)：50-62.
［32］Pels J,Moller K and Saren M.Do we really understand business marketing? Getting beyond the RM and BM matrimony［J］.Journal of Business and Industrial Marketing,2009,24(5)：322-336.
［33］Radcliffe B A and Forde D.African systems of kinship and marriage［M］.London：Oxford University Press,1950.
［34］Reid D A,Ellen B P and Plank R E.The impact of purchase situation on salesperson communication behaviors in business marketing［J］.Industrial Marketing Management,2002,31(3)：205-213.
［35］Schooler C.Cultural and social structural explanations of crossnational psychological differences［J］.Annual Review of Sociology,1996,22(1)：323-349.
［36］Sheth J N,Newman B I and Gross B L.Why we buy what we buy：A theory of consumption values［J］.Journal of Business Research,1991,(22)：159-170.
［37］Shirky C. Here comes everybody：The power of organizing without organizations［M］.London：The Penguin Press,2008.
［38］Thurau H T and Walsch G.Electronic wordofmouth：Motives for and consequences of reading customer articulations on the internet［J］.International Journal of Electronic Commerce,2003,8(2)：51-74.
［39］Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing［J］.Journal of Marketing,2004,68(1)：1-17.
［40］Vargo S L and Lusch R F.Servicedominant logic：What it is,what it is not,what it might be［A］.in R F Lusch and S L Vargo(Eds.).The service dominant logic of marketing：Dialog,debate and directions［C］.New York：M E Sharpe,2006.
［41］Vargo S L and Lusch R F.From goods to service(s)：Divergences and convergences of logics［J］.Industrial Marketing Management,2008,37(3)：254-259.
［42］李耀，王新新.价值的共同创造与单独创造及顾客主导逻辑下的价值创造研究评介［J］.外国经济与管理,2011,33(9)：43-50.
［43］李耀.顾客主导逻辑下顾客单独创造价值——基于认知互动视角的实证研究［J］.中国工业经济,2014,(1)：101-113.
［44］罗家德.社会网分析讲义［M］.北京：社会科学文献出版社,2005.
［45］竹内弘高,野中郁次郎.知识创造的螺旋［M］.李萌译.北京：知识产权出版社,2006.
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郑 凯, 王新新. 互联网条件下顾客独立创造价值理论研究综述[J]. 外国经济与管理, 2015, 37(5): 0.
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