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文章在对场景理论进行回顾的基础上,确立了场景化架构的三要素:空间、产品和消费者,刻画了场景化架构的架构属性:空间的审美性、产品作为场景文化价值载体的媒介性、消费者对场景传达的文化价值的认同性,构建了场景化架构零售商业模式的理论模型。实证研究表明场景化架构理论模型各变量具有很好的聚合效度和区别效度,也验证了新颖性和互补性在场景化架构对体验价值创造影响的中介作用。文章的主要贡献在于提出了场景化架构这一构念,并构建了场景化架构零售商业模式的理论模型,探索和验证了该商业模式实现价值创造的内在机理,同时验证了在以往实证研究中对商业模式价值属性讨论极少的互补性是一个重要的中介变量。
Abstract：Based on the review of the scene theory, this paper discerns the three elements of scenarized architecture: space, product and consumer, depicts the architectural attributes of scenarized architecture: the aesthetic of space, the media of product as the carrier of scene culture value, and the identity of consumers to the cultural value conveyed by scene, constructs a theoretical model of scenarized architecture retail business model, validates the robustness of the construction of scenarized architecture in the empirical study, and also verifies the mediating effect of novelty and complementarity on the impact of scenarized architecture on the creation of experiential value. The main contribution of this paper is the proposal of the concept of scenarized architecture, the construction of a theoretical model of scenarized architecture retail business model, and the exploration and verification of the intrinsic mechanism of the business model to realize value creation. Meanwhile, it proves that the complementarity of business model value attributes discussed rarely in previous empirical studies is an important mediator variable.
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(1)合法性(传统主义、自我表现、实用主义、超凡魅力、平等主义);戏剧性(亲善、正式、展示、时尚、违规);真实性(理性、本土、国家、社团、种族)。
(2)即使是虚拟信息空间的场景,也是具有物质结构的唯一性。
(3)信息技术视角的场景理论往往将场景(Contex)理解为消费者生活中的碎片化场景(如驾驶汽车场景,乘电梯场景、睡眠场景等),而本文的场景化架构更多的将场景理解为能够容纳足够社会主体关系的空间,才有可能形成“场域”。但本文对“场域”的理解也是基于一定的“场”(Field)或空间的基础之上的,并非指向完全的社会学概念,如“宗教场域”“法律场域”“政治场域”“教育场域”,更多的接近于旅游学对场域的理解(宋秋和杨振之,2015)。
(4)创意新颖性指消费者所感知到的产品创意和用途的新颖性和独创性;技术新颖性感知指消费者对新产品所采用新技术的感知和主观判断;相对优势感知指消费者对新老产品的经济成本、有用性和便利性等方面做出比较,并对新产品所形成的感知和主观判断。
(5)指消费者对时间、经济、精神、体力等方面的消费能力的感知预判。
(6)即消费者的主观意识完全沉浸于体验过程并心情愉快。
(7)在对零售企业进行大样本发放前,对消费者进行了零售顾客价值创造的探索性因子分析,结论表明体验价值的测量量表具有较好的信度和效度。然后,在对零售企业进行正式调查时,调查对象基本都是在一线从事实际运营的工作人员,他们对顾客试图获得或实际获得的体验价值有切身的了解和认知。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2020.06.001
中图分类号:F724.2;F224
引用信息:
[1]曾锵.场景化架构零售商业模式研究[J].商业经济与管理,2020,No.344(06):5-17.DOI:10.14134/j.cnki.cn33-1336/f.2020.06.001.
基金信息:
国家社会科学基金一般项目“后发情境下新创企业颠覆性创新及网络化成长研究”(17BGL043);; 教育部人文社会科学研究青年基金项目“价值共创还是价值共毁:服务创新中企业—顾客互动的‘双刃剑’影响效应研究”(19YJC630038);; 浙江省科技厅软科学研究项目“浙江KIBS企业合作创新中机会主义行为产生机理及治理对策研究:‘双刃剑’视角”(2020C35010)
2020-06-15
2020-06-15