Study On The Influential Mechanism Of Customer Psychological Empowerment On Customer Engagement Behavior

Customer is the key factor for enterprises to success in service dominant logic, especially in the context of online shopping, customers can get information and participate in the activities organized easier. Companies often authorized by increasing customer psychological empowerment to improve customers'non-purchase behavior, which caught the attention of scholars and marketing practitioners. Based on existing research, this paper tries to explore the mechanism of customer psychological empowerment impact on customer engagement behavior and to explore the mediating role of customer satisfaction and the adjustment role of customer desire for control and customer involvement.In this paper, by reading the related literature at home and abroad of customer psychological empowerment and customer engagement behavior, we generalize the definitions and dimensions of customer psychological empowerment and customer engagement behavior as well as research status. According to the theory of cognitive behavior and existing research results, we put forward research model and hypothesis, respectively, and to explore the mediating role of customer satisfaction and the adjustment role of customer involvement, customers'desire for control. Using questionnaire survey to do the empirical part, SPSS 19.0 and AMOS22.0 as analysis tool, we inspect the reliability, validity and bootstrap analysis of mediating and adjustment. Customer satisfaction partly mediate customer psychological empowerment and customer engagement behavior. Customer desire for control has positive adjustment role between customer psychological empowerment and customer satisfaction. The influence of customer involvement between customer satisfaction and customer engagement behavior is not verified.The innovation of this paper is to put out the mechanism model of customer psychological empowerment and customer engagement behavior. And put forward the customer desire for control and customer involvement in this model to test the effect of these factors in the relation of customer psychological empowerment and customer engagement behavior. Using the Bootstrap analysis to test the mediating role of customer satisfaction which can make data analysis more rigorous and trusted.