自媒体(Consumer-generated Media,CGM)是对微博、社交网络、博客、虚拟社区等个人网络媒体平台的统称.自媒体环境中的顾客创造是顾客利用具备的知识、资源和技能在自媒体中制作、上传、再创造各种形式内容的行为和过程,顾客在创造过程中获得了体验价值.本文以微博为例,通过对26位微博用户深度访谈的内容分析发现:微博上的创造内容主要涉及日常生活体验;企业的营销活动、微博平台的奖励措施、其他用户的创造行为和鼓励是影响顾客创造的影响因素;顾客的自主需求,受尊重和社交动机是主要的顾客创造动机;顾客在创造过程中和过程完成以后获得了社会联系、社会认同、以及娱乐创造体验价值.最后本文提出命题,构建了初步理论模型.企业应该对顾客创造行为的影响因素施加影响,通过顾客的真实体验激发顾客的创造动机,根据创造动机和创造体验价值制定营销策略,进而影响顾客创造行为.本文的研究结论有助于营销者理解微博用户行为,从而为有效激发顾客创造行为,利用顾客创造内容进行有效企业营销传播提供理论支持.%Consumer-generated Media (CGM) is an umbrella name of micro-blog,SNS,blog,virtual community and other personal media platforms.Customer creation under the CGM refers to the creation behavior and process during which customers make,post,or recreate a variety of contents,and customers can perceive experiential value.Taking micro-blog as an example,and based on the content analysis of interview from 26 micro-blog users,this paper finds that:created contents on micro-blog are mainly about daily experiences;marketing efforts of enterprises,rewards on micro-blog platform,other users creation behaviors and encouragements are influential factors of customer creation;autonomy,esteemed and social motivations are main creation motivations;customers perceive social relation,social identity,and entertainment creation experiential values during and after creation process.Enterprises should impose on influential factors of creation behavior,stimulate creation motivation through customer daily experience,and make marketing strategies in terms of creation behaviors and experiential values,and then influence customer creation behaviors.Research results of this paper are helpful for marketers to understand micro-blog user behaviors,and theoretically supportive for simulating customer creation behaviors,making effective marketing communication based on customer created contents.
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