如何在全通路零售環境中提升消費者賦權

How to Empower Consumers in Omnichannel Retailing

研究目的：本研究主要探討如何在全通路零售環境中提升消費者心理賦權，及其對顧客共創行為的影響機制。本研究採用心理賦權理論來探討消費者心理賦權在全通路環境中的角色，以通路整合品質與消費者參與行銷為前置變數，以消費者共創之參與行為和公民行為為結果變數，並同時檢定消費者核心自我評價的干擾效果。研究設計/方法：本研究以網路問卷的方式，共蒐集了319位具有全通路購物經驗的消費者樣本，並以偏最小平方法檢驗研究模型。研究結果：研究結果支持消費者心理賦權的中介效果，即通路整合品質與消費者參與行銷透過消費者心理賦權影響消費者的價值共創行為，亦發現消費者核心自我評價的干擾效果：正向核心自我評價的消費者在企業採用消費者參與行銷的情況下，表現出更高的消費者心理賦權；而負向核心自我評價的消費者則在通路整合高的情況下，表現出較低的消費者心理賦權。研究限制/啟發：建議將研究擴展到其他年齡群以及不同的文化背景，並探討影響消費者心理賦權的其他因素。理論/實務/社會意涵：對於意圖在全通路零售中實現顧客管理的業者，本研究建議可建構一個高整合品質的通路系統並採行消費者參與行銷，以增進消費者心理賦權，並可進一步提升消費者的價值共創行為。此外，管理者亦應考慮消費者的核心自我評估因素，可透過行銷溝通來提升消費者的正向自我評估來強化與消費者心理賦權的關聯性。創見/價值：過去研究雖然討論了通路整合對消費者心理賦權與行為意圖之影響，本研究進一步參考賦權理論，檢視影響消費者心理賦權之結構因素以及人格特質，將消費者的核心自我評價加入探討，提供管理者如何增進不同核心自我評價的消費者之心理賦權與價值共創行為。

"Purpose–This research aims to investigate the underlying mechanism of consumer psychological empowerment on consumers’co-creation behaviors in an omnichannel retailing environment. We adopt the psychological empowerment theory to explore the influence of consumer psychological empowerment in the omnichannel context. We use channel integration quality and consumer engagement marketing as the antecedents, while customer participation and citizenship behaviors of customer co-creation as the consequences. The core self-evaluation is also examined as the moderator in this research.Design/methodology/approach–We collected data by conducting an online survey. A total of 319 questionnaires from consumers with omnichannel experience were used in the analysis. We used SmartPLS to test the research model.Findings–The results support the mediating effect of consumer psychological empowerment. The results also show that high positive core self-evaluation consumers experience stronger consumer psychological empowerment when stimulated by consumer engagement marketing; whereas high negative core self-evaluationconsumers exhibit lower consumer psychological empowerment when stimulated by channel integration quality.Research limitations/implications–To generalize the results, this research can be replicated using other age groups, extending to different cultures, investigating other factors that influence the effect of consumer psychological empowerment.Practical implications/Social implications–To achieve greater customer management in omnichannel retailing, managers can improve consumer psychological empowerment and achieve it through the high level of channel integration quality and consumer engagement marketing strategies. In addition, managers can stimulate consumers’positive core self-evaluation levels to improve consumer psychological empowerment.Originality/value–This research extends from prior literature and investigates the antecedents of consumer psychological empowerment in an omnichannel context. We also explore the moderating effects of core self-evaluation and provide insights into improving consumer psychological empowerment and value co-creation for consumers with different levels of core slef-evaluaion."