Recently, research on customer engagement behaviour (CEB) has rapidly developed. However, comparative studies on the motivational drivers of CEB across different product contexts are lacking. This study aims to understand the nature of customer motivation (CM) and investigate how its elements and impact on CEB differ between product settings (tangible vs. intangible and high involvement vs. low involvement). Based on surveys of 2080 consumers, this study validates CM for CEB as a construct comprising hedonic, normative, and gain dimensions. The findings highlight significant differences in the importance of hedonic and normative dimensions as affected by the product category. The findings of this study can help marketing and brand managers understand how they can improve their engagement strategies by stimulating motivation-based CEB.

中文翻译：

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产品类别对客户参与行为的客户动机的影响

最近，关于客户参与行为（CEB）的研究发展迅速。然而，缺乏对不同产品背景下 CEB 的激励驱动因素的比较研究。本研究旨在了解客户动机 (CM) 的本质，并调查其要素和对 CEB 的影响在产品设置（有形与无形以及高参与度与低参与度）之间有何不同。基于对 2080 名消费者的调查，本研究验证了 CEB 的 CM 作为一个包含享乐、规范和收益维度的结构。研究结果强调了受产品类别影响的享乐维度和规范维度的重要性存在显着差异。这项研究的结果可以帮助营销和品牌经理了解他们如何通过刺激基于动机的 CEB 来改进他们的参与策略。