价值共创中顾客资源对顾客价值的作用

以社会认同和组织支持理论为依据，采用实证研究方法，分析价值共创中顾客-企业认同和顾客感知组织支持在顾客资源对顾客价值影响间的传导机制.研究结果表明:顾客的人力和关系资源显著正向影响顾客的实用和享乐价值，顾客的人力和关系资源显著正向影响顾客-企业认同与顾客感知组织支持；顾客-企业认同显著正向影响顾客的实用和享乐价值；顾客感知组织支持对顾客的实用价值具有显著正向影响；顾客-企业认同和顾客感知组织支持在顾客资源和顾客价值关系间具有中介作用，且顾客-企业认同和顾客感知组织支持是非递归关系.

Effects of Customer Resources on Customer Value from the Perspective of Value Co-creation

Based on the theory of social identity and organizational support， the empirical research method was used， and the mechanism of customer resources affecting customer value through customer-company identification and perceived organizational support was analyzed. The results showed that:customers’ human resources and relationship resources have a significant impact on customers’ utilitarian value and hedonic value; customers’ human resources and relationship resources have a significant impact on customer-company identification and perceived organizational support; customer-company identification has a significant positive impact on customers’ utilitarian value and hedonic value;perceived organizational support has a significant positive impact on customers’ utilitarian value;customer-company identification and perceived organizational support have mediating effect on the relationship between customers’ human resources and customer value;the relationship between customer-company identification and perceived organizational support is non-recursive.