Abstract: Social media empower consumers to gain their customer value experience in a totally new way. Therefore, it is necessary for marketing researchers to investigate the antecedents and consequences of customer value in social media. Based upon the data from a sample of 532 social media consumers collected through an online survey, this study finds that consumers' self-construal has a positive impact on their customer value, and consumers' customer value a positive impact on their flow experience. That is, consumers' interdependent self-construal has a positive impact on their social value and content value whereas consumers' independent self-construal a positive impact on their content value, and both social value and content value positively influence consumers' flow experience respectively. These findings innovatively illuminate customer value, as well as its antecedents and consequences in social media, which not only enriches the theory of customer value but also provides helpful practical implications for marketing managers.

Key words: Social Media, Interdependent Self-Construal, Independent Self-Construal, Social Value, Content Value, Flow Experience

摘要： 社会化媒体使消费者体验到独特的顾客价值,所以有必要对社会化媒体中顾客价值的前因后果进行研究。针对532名社会化媒体消费者为样本的网络问卷调查发现,消费者的自我建构对其顾客价值具有积极的影响,而顾客价值对消费者的沉浸体验具有积极的影响。即当拥有较高的相依型自我建构时,消费者会体验到更多的社交价值和内容价值,而更多的社交价值和内容价值体验会提高他们的沉浸体验;当拥有较高的独立型自我建构时,消费者则会体验到更多的内容价值,而更多的内容价值体验也会提高他们的沉浸体验。这些发现全新诠释了社会化媒体中的顾客价值及其前因后果,不仅丰富了顾客价值理论,而且还对职业经理从事社会化媒体营销活动具有指导意义。

关键词: 社会化媒体, 相依型自我建构, 独立型自我建构, 社交价值, 内容价值, 沉浸体验