I 摘要 在商业广告狂轰滥炸的时代，消费者更倾向于相信用户口碑，并根据购物平台上 的商品评价和社交软件上的讨论内容作出购买决策。意识到口碑的重大价值，企业主 动通过推送邀评消息、好评返现、积分兑换等多种手段引导消费者发布口碑信息。另 外，部分企业通过邀请消费者参与新产品创意大赛、个性化产品定制、产品改进意见 收集等方式的口碑营销，发现也能够促使创新顾客向亲朋好友或陌生人推荐企业/品牌/ 产品/服务。同时，学术界根据实业界的现实问题和需求，对顾客创新开展大量研究。 而聚焦于顾客创新的后续影响，已有部分研究探讨了创新顾客的心理变化对口碑推荐 意愿的影响，但是尚未充分挖掘此心理变化的具体路径和作用方式。 海尔和Glossier等企业的实践表明，顾客创新的深度和时间的不同、创新结果的 不同都可能导致创新顾客作出不同程度的口碑推荐行为。而在理论研究中，尽管已有 学者探讨了创新顾客的心理变化对口碑推荐意愿的影响，但是尚未充分考虑到任务特 性对该心理过程的影响作用。因此，为了填补研究空缺，本研究在社会交换理论的指 导下，对相关研究成果进行合理推导，将任务特性（任务复杂度和结果-偏好匹配程度） 引入创新顾客的口碑推荐意愿的相关研究。本研究首先从内在性报酬的角度探究创新 顾客的心理变化，其次探讨任务特性（任务复杂度和结果-偏好匹配程度）在创新顾客 心理变化过程中的调节作用，最后探讨顾客创新和任务特性（任务复杂度和结果-偏好 匹配程度）的交互作用。 本研究在理论分析的基础上构建顾客创新、任务特性（任务复杂度和结果-偏好匹 配程度）、口碑推荐意愿之间的概念模型，并提出相应的研究假设。针对本研究的概念 模型和研究假设，通过现场实验和网络实验收集423份有效数据，使用SPSS 22统计 软件和AMOS 24分析软件进行数据处理和分析，利用分层回归分析等方法验证概念模 型和研究假设。 研究结果表明，顾客创新对口碑推荐意愿具有显著的正向影响作用；任务复杂度 在顾客创新对口碑推荐意愿的影响过程中具有显著的负调节作用；顾客创新和任务特 广东工业大学硕士学位论文 II 性（任务复杂度和结果-偏好匹配程度）对口碑推荐意愿的影响存在交互作用，只有在 低结果-偏好匹配程度的情况下，任务复杂度才在顾客创新对口碑推荐意愿的影响过程 中存在显著的负调节作用；而结果-偏好匹配程度的调节作用没有得到验证。最后，针 对本研究的研究假设检验结果提出管理实践的相应建议和未来研究展望。 关键词：顾客创新；口碑推荐意愿；任务复杂度；结果-偏好匹配程度 Abstract III Abstract In the era of commercial advertising, consumers are more inclined to trust users’ word-of-mouth and make purchase decisions based on product reviews on shopping platforms and discussions on social softwares. Recognizing the great value of word-of-mouth, enterprises have taken the initiative to guide consumers to publish word-of-mouth through various means, such as pushing invitations for comments, returning cash for favorable comments, and exchanging accumulated points. In addition, some enterprises found that innovative customers will recommend the products and services to acquaintances or strangers by word-of-mouth marketing, such as inviting consumers to participate in new product idea contests, individual product customizations, and product improvement opinion collections. At the same time, scholars have carried out numbers of researches on customer innovation basing on the practical problems and needs of the industry. Focusing on the subsequent impacts of customer innovation, some scholars have discussed the influence of psychological changes of innovative customers on referral intention, but the specific paths and modes of this psychological changes have not been fully explored. The practices of enterprises such as Haier and Glossier showed that different depths, time, and results of customer innovation may lead to different levels of referral intention of innovative customers. In theoretical research, although some scholars have discussed the influence of psychological changes of innovative customers on referral intention, the influence of task characteristics on the psychological process has not been fully explored. In order to fill the gap, this research deduces relevant researches reasonably, and introduces task characteristics （including task complexity and degree of result-preference fit） into the relevant research of innovative customers' referral intention basing on the theory of social exchange. This research discusses the psychological changes of innovative customers from the perspective of intrinsic rewards firstly, and discusses the moderating effects of task 广东工业大学硕士学位论文 IV characteristics （including task complexity and degree of result-preference fit） in the process of psychological changes of innovative customers secondly, and discusses the interactive effects between customer innovation and task characteristics （including task complexity and degree of result-preference fit） finally. Basing on theoretical analysis, this research builds a conceptual model among customer innovation, task characteristics （including task complexity and degree of result-preference fit）， and referral intention, and proposes corresponding research hypotheses. Aiming at the conceptual model and research hypotheses, 423 valid data were collected through field experiment and network experiment. SPSS 22 and AMOS 24 were used for data processing and analysis, and hierarchical model analysis was used to verify the conceptual model and research hypotheses. The results show that customer innovation has significant positive influence on referral intention; Task complexity has significant negative moderating effect between customer innovation and referral intention; There are interactive effects between customer innovation and task characteristics （including task complexity and degree of result-preference fit）, only in the case of low degree of result-preference fit, task complexity has significant negative moderating effect between customer innovation and referral intention; The moderating effect of degree of result-preference fit has not been verified. Finally, this research proposes corresponding management recommendations and future research prospects according to the results. Keywords：customer innovation；referral intention；task complexity；degree of result-preference fit 目录 V 目录 摘要 ............... I Abstract ...... III 目录 ............. V Contents ...... XI 第一章 绪论 1 1.1 研究背景 ...................... 1 1.2 研究意义 ...................... 4 1.2.1 理论意义 ........... 4 1.2.2 实践意义 ........... 4 1.3 研究目标与内容 .......... 5 1.3.1 研究目标 ........... 5 1.3.2 研究内容 ........... 5 1.4 研究思路与方法 .......... 7 1.4.1 研究思路与技术路线 ...................... 7 1.4.2 研究方法 ........... 8 1.5 论文结构 ...................... 8 第二章 文献综述 ..................... 10 2.1 顾客创新 .................... 10 2.1.1 顾客创新的内涵 ............................ 10 2.1.2 顾客创新的后续影响 .................... 10 2.2 口碑推荐意愿 ............ 12 2.2.1 口碑推荐意愿的内涵 .................... 12 2.2.2 口碑推荐意愿的驱动因素 ............ 13 2.3 任务特性 .................... 14 2.3.1 任务复杂度 ..... 14 广东工业大学硕士学位论文 VI 2.3.2 结果-偏好匹配程度 ....................... 16 2.4 本章小结 .................... 17 第三章 概念模型的构建与假设 ............................ 18 3.1 构建概念模型 ............ 18 3.1.1 顾客创新对口碑推荐意愿的关系 18 3.1.2 任务特性对创新顾客口碑推荐意愿的影响 ............... 19 3.1.3 概念模型 ......... 20 3.2 研究假设 .................... 20 3.2.1 顾客创新对口碑推荐意愿的影响 20 3.2.2 任务特性的调节作用 .................... 21 3.2.3 顾客创新与任务特性的交互作用 22 3.3 本章小结 .................... 23 第四章 研究设计 ..................... 24 4.1 变量测量 .................... 24 4.1.1 顾客创新测量 . 24 4.1.2 任务特性测量 . 25 4.1.3 口碑推荐意愿测量 ........................ 26 4.2 预实验 ........................ 26 4.2.1 预实验过程 ..... 27 4.2.2 测量量表的检验与修正 ................ 27 4.3 正式实验 .................... 30 4.3.1 现场实验过程 . 31 4.3.2 网络实验过程 . 32 4.4 数据处理与分析方法 33 4.5 本章小结 .................... 34 第五章 数据处理与结果分析 . 35 5.1 样本分析、操纵检验与信效度分析 ....... 35 5.1.1 样本分析 ......... 35 目录 VII 5.1.2 测量变量描述性统计 .................... 36 5.1.3 实验变量操纵检验 ........................ 36 5.1.4 测量变量信