I 摘要 在新时代的营销背景下，消费者与企业之间的互动愈发频繁，企业在为消费者提 供更多个性化需求的同时，也希望通过口碑营销来扩大企业及其产品或服务的影响力。 随着信息技术的发展，越来越多企业建立了网络创新社区，借由顾客参与创新的方式 增强顾客与企业间的联结。理论研究和实践经验表明，顾客参与创新有利于促进口碑 传播。但创新社区中的创新顾客在参与创新活动后会产生怎样的心理变化，如何影响 口碑的传播，企业如何据此更好地发挥网络创新社区的作用等问题，还需进一步研究。 为此，本研究从顾客参与创新活动后对自身行为的认识所形成的创新顾客成就感出发， 探讨口碑传播意愿的形成路径。 社会交换理论指出，个体间的交换行为的发生往往为了获取相应报酬，这种报酬 既包括内在性报酬（如自我提升）也包括外在性报酬（如物质奖励）。创新顾客参与创 新活动，为企业提供创新产品或创新想法、传播正面口碑，并渴望从中获得物质奖励 或实现自我提升。在现实情境中，为了实现更好的口碑营销效果，促进正面口碑传播， 企业会采取一些物质奖励（如现金、优惠券、礼品等）来激发创新顾客的口碑行为， 但有些企业发现奖励投入与口碑效应难成正比。同时，理论研究也发现，物质奖励对 顾客口碑传播意愿的影响存在积极或消极两种矛盾效果。因此，本研究综合自我知觉 理论和社会交换理论，从创新顾客成就感出发，深入了解创新顾客心理情感的变化， 全面了解创新顾客口碑传播意愿的形成路径。综合考虑外在性的物质奖励和内在性的 自我提升需求，进一步探讨物质奖励在创新顾客口碑传播意愿形成路径中的作用。 本研究在回顾相关文献的基础上，结合实践经验，构建了创新顾客成就感、自我 提升、物质奖励、口碑传播意愿之间的关系模型。在此基础上提出六个研究假设。接 着根据研究目的和研究内容，以关系模型和研究假设为基础，设计一个线上调查和两 个情境实验，收集实证数据。并利用SPSS21.0和AMOS20.0软件通过描述性统计分析、 验证性因子分析、回归分析和方差分析等分析方法分析实证数据，验证关系模型和研 究假设。 研究结果表明，创新顾客成就感对口碑传播意愿具有显著的正向影响；自我提升 在创新顾客成就感与口碑传播意愿之间起中介作用；物质奖励会影响创新顾客成就感 与口碑传播意愿的直接效应和中介效应，对口碑传播意愿的积极影响具有边界条件， 广东工业大学硕士学位论文 II 取决于创新顾客成就感、自我提升的高低，对于高成就感、高自我提升的创新顾客而 言，物质奖励对口碑传播意愿的影响没有显著差异，而对于低成就感、低自我提升的 创新顾客而言，物质奖励对口碑传播意愿的影响具有显著差异。本研究通过物质奖励 与创新顾客心理因素的交互检验解释了物质奖励对口碑传播意愿的影响条件，即物质 奖励对创新顾客的影响取决于心理因素。最后根据研究结果，提出相应的管理建议和 研究展望。 关键词：创新顾客成就感；口碑传播意愿；自我提升；物质奖励 ABSTRACT III ABSTRACT In the new era of marketing, the interaction between consumers and enterprises is becoming more frequent. While enterprises provide consumers with more personalized needs, they also hope to expand the influence of enterprises and their products or services through word-of-mouth marketing. With the development of information technology, more and more enterprises have established a network innovation community, which strengthens the connection between customers and enterprises by means of customer participation in innovation. Theoretical research and practical experience show that customer participation in innovation is conducive to promoting word of mouth. However, further research is needed on the psychological changes that innovative customers in innovative communities will have after participating in innovative activities, how they will affect the spread of word of mouth, and how enterprises can better use the role of online innovation communities accordingly. Consequently, this study explores the formation path of word-of-mouth communication willingness based on the sense of achievement of innovative customers formed by customers' knowledge of their behaviors after participating in innovative activities. The social exchange theory states that the exchange behavior between individuals often occurs in order to obtain corresponding rewards, which include both internal rewards (such as self-enhancement) and external rewards (such as material rewards). Innovative customers participate in innovative activities, provide enterprises with innovative products or innovative ideas, spread positive word of mouth, and desire to receive material rewards or achieve self-enhancement. In a real situation, in order to achieve better word-of-mouth marketing results and promote positive word-of-mouth, enterprises will take some material rewards (such as cash, coupons, gifts, etc.) to stimulate word-of-mouth behavior of innovative customers. However, some enterprises find that the investment is not directly proportional to the income brought by word of mouth. At the same time, theoretical research has also found that the impact of material rewards on customer willingness to spread word of mouth has two contradictory effects, positive or negative. Therefore, this study combines self-perception theory and social exchange theory, starting from the sense of achievement of innovative customers, to understand the psychological and emotional changes of innovative 广东工业大学硕士学位论文 IV customers, and to fully understand the formation path of innovative customers' word of mouth spread. Considering external material rewards and internal self-enhancement needs, this study further explore the role of material rewards in the formation of innovative customer word-of-mouth willingness. On the basis of reviewing relevant literature and combining practical experience, this study builds a relationship model between innovative customer sense of achievement, self-enhancement, material reward, and word-of-mouth willingness. And put forward six research hypotheses. Then according to the research purpose and research content, based on the relationship model and research hypothesis, design an online survey and two situation experiments to collect empirical data. Use SPSS21.0 and AMOS20.0 software to process empirical data through descriptive statistical analysis, confirmatory factor analysis, regression analysis and analysis of variance to verify the relationship model and research hypothesis. The study results show that innovative customer sense of achievement has a significant positive impact on word-of-mouth willingness; Self-enhancement plays an intermediary role between innovative customer sense of achievement and willingness to spread word of mouth; Material rewards affect the direct effect and intermediary effect of the innovative customer sense of achievement and the word-of-mouth willingness. The positive impact of material rewards on word-of-mouth communication has boundary conditions, which depends on the level of sense of achievement and self-enhancement. For innovative customers with a high sense of achievement or high self-enhancement, there is no significant difference in the impact of material rewards on word-of-mouth willingness. However, for innovative customers with a low sense of achievement or low self-enhancement, the impact of material rewards on word-of-mouth willingness will be significantly different. This study explains the influence of material rewards on the willingness to spread word-of-mouth through the interactive test of psychological factors of innovative customers and material rewards, that is, the influence of material rewards on word-of-mouth willingness of innovative customers depends on psychological factors. Finally, this study puts forward corresponding management suggestions and research prospects based on the research results. ABSTRACT V self-enhancement; material reward Keywords: innovative customer sense of achievement; word-of-mouth willingness; 广东工业大学硕士学位论文 VI 目录 摘要 ............... I ABSTRACT .... III 目录 ............. VI CONTENTS .. XII 第一章 绪论 1 1.1 研究背景及问题 ...... 1 1.1.1 实践背景 ... 1 1.1.2 理论背景 ... 3 1.2 研究意义 .................. 6 1.2.1 理论意义 ... 6 1.2.2 实践意义 ... 7 1.3 研究目标与内容 ...... 8 1.3.1 研究目标 ... 8 1.3.2 研究内容 ... 8 1.4 研究方法与技术路线 ............................. 9 1.4.1 研究方法 ... 9 1.4.2 研究思路与技术路线 ............ 10 1.5 论文结构 ................ 13 第二章 理论基础与文献综述 . 15 2.1 理论基础 .