本文跳出现有研究中解释体验价值的理论视域局限，首次在中国消费情境下尝试基于感知互动类型的新视角探讨其与体验价值之间的作用机制。通过对零售行业446个有效样本的数据分析发现．交互导向互动和任务导向互动对消费者体验价值具有显著正向影响．而自我导向互动对消费者体验价值具有显著负向影响；消费者涉入度对交互导向互动与体验价值的关系具有正向调节作用，而对自我导向互动与体验价值的关系具有负向调节作用：新进入者调适对感知互动类型与体验价值的关系存在部分中介效应。基于研究结论，本文为实践中提升体验价值的互动式服务设计提供了决策依据。%This study jumps out of the horizon limitation of existing theories on explaining experiential value and tries to apply a new theoretical view of perceived interaction style to discuss the mechanism between perceived interaction style and experiential value based on the sample of Chinese consumers. Through the analysis of 446 sample cases in retail industry, this study finds that both the interactive-oriented interaction and task-oriented interaction have significant positive effect on consumers' experiential value, whereas self-oriented interaction has significant negative effect on consumers' experiential value. The involvement of consumer has positive moderating effect on the relationship between interactive-oriented interaction and consumers' experiential value as well as negative moderating effect on the relationship between self-oriented interaction and consumers' experiential value. Besides, newcomer adjustment has partly mediating effect on the relationship between perceived interaction style and experiential value. Based on the research results, this article provides decision basis for interactive service design in order to enhance experiential value in practice.
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