移动互联环境下的服务场景、感官知觉及顾客反应——基于4家企业的案例分析

财经论丛 ›› 2018, Vol. 34 ›› Issue (5): 76-86.

移动互联环境下的服务场景、感官知觉及顾客反应——基于4家企业的案例分析

于萍

天津财经大学商学院,天津 300222

收稿日期:2017-04-24 出版日期:2018-05-10 发布日期:2018-05-08
作者简介:于萍(1981-),女,天津市人,天津财经大学商学院讲师,博士。
基金资助:
天津市哲学社会科学研究规划项目(TJGL16-005Q)

Servicescape, Sensory Perception and Customer Response in the Mobile Internet Environment——Based on Case Studies of 4 Enterprises

YU Ping

Business School, Tianjin University of Finance and Economics, Tianjin 300222, China

Received:2017-04-24 Online:2018-05-10 Published:2018-05-08

摘要/Abstract

摘要： 移动互联环境下的服务场景战略为企业运营创造了新的机遇。通过对4家企业的案例分析,从服务场景维度、顾客感官知觉和行为意向等方面,探讨移动互联环境下的场景技术力量与服务场景构建对感官知觉及顾客反应的影响。研究发现,在移动互联环境下,服务场景的物理维度、社会维度、社会象征维度和自然维度的内涵得以延伸,借助场景技术力量,服务场景信息能够有效触发顾客的五种感官知觉,进而作用于顾客的心理和行为意向,使企业获得更优的市场绩效。

关键词: 移动互联环境, 场景技术力量, 服务场景, 感官知觉, 顾客反应

Abstract: The strategies of servicescape in the mobile internet environment create new opportunities for enterprise operation. Based on case studies of 4 enterprises, this study explores the effects of the five contextual technology forces and the building of servicescape on sensory perception and customer response from the aspects of servicescape dimensions, customer's sensory perception and behavioral intention. The study finds that the physical dimension, social dimension, socially-symbolic dimension and natural dimension of servicescape can be extended in the mobile internet environment, and the information of servicescape can trigger customer's five senses effectively with the help of contextual technology forces, and then acts on customer's psychology and behavioral intention, enabling the enterprises to improve their market performance.

Key words: Mobile Internet Environment, Contextual Technology Forces, Servicescape, Sensory Perception, Customer Response

中图分类号:

F230

于萍. 移动互联环境下的服务场景、感官知觉及顾客反应——基于4家企业的案例分析[J]. 财经论丛, 2018, 34(5): 76-86.

YU Ping. Servicescape, Sensory Perception and Customer Response in the Mobile Internet Environment——Based on Case Studies of 4 Enterprises[J]. , 2018, 34(5): 76-86.

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