【作者】 李静；

【导师】 邵明华；

【作者基本信息】 山东大学 ， 文化产业管理， 2022， 硕士

【摘要】 互联网电商时代,顾客价值共创行为正在逐渐影响甚至决定着博物馆文创的价值实现,所以博物馆亟需主动了解顾客使用博物馆文创的行为体验,积极创造机会参与顾客价值共创活动。本文结合顾客价值共创的理论,归纳博物馆文创的价值创造发展样态及主体行为,并运用网络民族志的方法,观察得出:在电商平台支持下,博物馆文创的顾客价值共创具有数字赋权、情感体验、社群互动、价值增值的特征。其次,本文以博物馆文创的顾客价值共创经历为案例,运用模糊集定性比较分析(fsQCA)方法,探讨功能性价值、文化性价值、社会性价值、平台支持能力、组织支持能力和场景塑造能力对博物馆文创触发顾客价值共创行为的联动效应及选择路径,即由驱动因素构成的组态效应如何促进顾客价值共创。最终,本文识别出两类推动顾客共创价值的适配性方案,即感性型顾客的驱动路径和理智型顾客的驱动路径。研究发现:(1)功能性价值、文化性价值和场景塑造能力是实现顾客价值共创的高驱动的必要条件,在促进顾客价值共创的过程中发挥普适性作用。(2)借助fsQCA工具对博物馆文创的顾客价值共创行为表现和驱动因素进行非对称性分析和组态分析,构建驱动顾客价值共创的多样化组态,形成不同的核心条件和边缘条件的组合,既体现出在博物馆文创的顾客价值共创行为和驱动因素之间具有复杂的因果关系,也表明顾客进行博物馆文创价值共创时具有不同的价值取向和价值需求。(3)针对fsQCA结果,本文从四个层面提出博物馆文创的顾客价值共创路径强化建议,认为在互联网电商时代背景下,博物馆文创应转变对“动因-行为”间因果关系的线性认知理念,从组态的视角进行整体的考量,聚焦理智型顾客需求,关注感性型顾客需求,把握文创电商场景搭建的意义,提升顾客价值共创的吸引力和驱动力。更多还原

【Abstract】 The customer value co-creation influences and even decides the value realization of museum cultural and creative products in the Internet era.Thus,how to create opportunities for museum cultural and creative products to participate in customer value co-creation activities,and how to enhance customer value co-creation willingness through understanding customers’ practice in using museum cultural and creative products are important issues that museums should pay attention to.Based on the theory of customer value co-creation,this paper,summarizing the forms and main behaviors of the value creation of museum cultural and creative products,and using the method of network ethnography,finds that with the support of e-commerce platform,the customer value co-creation of museum cultural and creative products has the characteristics of digital empowerment,emotional experience,circle interaction and value increment.Secondly,this paper sees the customer value co-creation experience of museum cultural and creative products as a case,uses fuzzy set qualitative comparative analysis(fsQCA)method and discusses the linkage effect of functional value,cultural value,social value,platform support ability,organization support ability and scene shaping ability on the intention to promote customer value co-creation and trigger customer value co-creation behavior of museums and their path selection,highlighting how to promote customer value co-creation by configuration effect constituted by driving factors.Finally,this paper identifies two types of adaptive paths that promote customer co-creation value:emotional customer driving path and rational customer driving path.The research unveils that:(1)Functional value,cultural value and scene shaping ability are the necessary conditions for customer value co-creation which play a universal role.(2)With the help of fsQCA tool,this paper conducts asymmetric analysis and group analysis on the performance and drivers of customer value co-creation behavior of museum cultural and creative products,and constructs diverse groupings of customer value co-creation,forming different combinations of core and edge conditions.The final results show that there is a complex causal relationship between customer value co-creation behaviors and drivers,and also indicate that customers have different value orientations and value needs when they engage in value co-creation of museum cultural creation products.(3)In view of the results of fsQCA,this paper proposes to strengthen the customer value co-creation path of museum cultural and creative products from four levels,suggesting that in the context of the Internet ecommerce era,museum cultural and creative products should change the linear cognitive concept of the cause-effect relationship between "motive-behavior",make an integrated consideration from the perspective of configuration status,focus on rational customer needs,pay attention to emotional customer needs,grasp the significance of building e-commerce scenarios for cultural and creative products,and enhance the attractiveness and driving force of customer value co-creation.更多还原