企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。张斌同学在理论与实践的交融中，锤炼出了应对新商业文明下层出不穷的新问题与新挑战的能力。他通过“理解—判断—实践—引领”的DBA学习路径，在企业家学者项目中不断接受新商业文明的洗礼与历练，从而实现了思想的跨越式“突围”。

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了张斌同学的学术成果。

Hwee Hoon TAN

Associate Professor of Organisational Behaviour & Human Resources, SMU

Yijiang WANG

Professor of Economics and Human Resources, CKGSB

Angela LEUNG

Professor of Psychology, SMU

张斌 | 基于VR技术的服务创新对品牌资产的影响研究

张斌同学答辩中

▇ 论文摘要：

服务业供给侧结构性改革、消费者不断变化的需求以及服务市场的日益剧增竞争，都使得服务创新成为学界、业界持续关注与探索的焦点。VR技术的发展为企业进行服务创新提供了新选项。然而，企业使用VR技术进行服务创新需要进行一定的成本投入，并承担一定风险，且使用VR技术进行服务创新将如何影响消费者认知与行为，以及这种认知如何影响企业的品牌资产等都尚未可知。这些都阻碍了VR技术在服务业中的运用与发展。对此，充分明晰基于VR技术的服务创新益处十分重要。基于该背景，本文将对服务创新中使用VR技术所带来的效应进行分析，为企业的服务实践提供指导，具有重要的理论贡献与实践价值。

具体而言，本研究关注于服务创新中VR技术的运用对企业和消费者的影响，并基于消费者品牌价值模型、联想网络记忆模型、刻板印象内容模型等，构建起以服务创新为自变量、以企业联想和品牌资产为中介变量、以消费者购买意愿为因变量的研究模型，并纳入消费者的个人特征变量—新奇寻求做调节变量，通过结合现场实验与问卷调研的混合方法，验证了研究模型及假设，并得到以下结论：

第一，基于VR技术的服务创新能够影响企业联想，具体而言，基于VR技术的服务创新能够显著提升企业能力联想。

第二，基于VR技术的服务创新通过提升企业联想进而提升品牌资产。具体而言，即基于VR技术的服务创新能够提升企业联想中的能力联想，从而进一步提升品牌资产。

第三，企业能力联想和品牌资产在基于VR技术的服务创新与购买意愿之间的起链式中介作用。具体而言，基于VR技术的服务创新能够增强消费者有关企业的能力联想，企业的能力联想会通过提升企业的品牌资产，从而正向消费者的购买意愿。

第四，消费者的新奇寻求特征在基于VR技术的服务创新与企业能力联想之间起调节作用。具体而言，新奇寻求水平水平越高，两者之间的关系越弱。

综上，本研究关注服务创新中VR技术的运用，提出了有关基于VR技术的服务创新理论模型，验证了其积极效应、内在机制及在不同新奇寻求特征水平下的效应差异，对VR技术、服务创新、企业联想、品牌资产等领域研究具有一定贡献，并为企业更好地利用VR技术进行服务创新，以提升企业品牌资产提供了启示。

答辩现场

The increasingly fierce competition in the service market have made service innovation a focal point of continuous attention and exploration in both academic and industry. The development of VR technology has provided new options for enterprises to innovate in services. However, employing VR technology for service innovation requires a certain level of cost investment and entails risks. Moreover, how using VR technology for service innovation will impact consumer cognition and behavior, and how this cognition will affect a company's brand equity, remains unknown. These uncertainties hinder the application and development of VR technology in the service sector. Therefore, clearly understanding the benefits of VR-based service innovation is crucial. Against this background, this paper will analyze the effects brought by the use of VR technology in service innovation, providing guidance for enterprise service practices, with significant theoretical contributions and practical value.

Specifically, this research focuses on the impact of the application of VR technology in service innovation on businesses and consumers. Based on the consumer-based brand equity model, associative network memory model, and stereotype content model, it constructs a research model with service innovation as the independent variable, corporate associations, and brand equity as mediating variables, and consumer purchase intention as the dependent variable. It also includes the personal characteristics of consumers - novelty seeking, as a moderating variable. Through a mixed-method approach combining field experiments and survey research, this research verifies the research model and hypotheses, obtaining the following conclusions:

First, VR-based service innovation can impact corporate associations. specifically, it can significantly enhance corporate competence association.

Second, VR-based service innovation enhances brand equity by enhancing corporate associations. That is, service innovation based on VR technology can improve corporate competence association, which further enhances brand equity.

Third, corporate competence association and brand equity play a chain mediating role between VR-based service innovation and consumer purchase intention. Specifically, VR-based service innovation can enhance consumers' corporate competence association, which through enhancing the company's brand equity, positively impacts consumers' purchase intention.

Fourth，novelty seeking moderates the relationship between service innovation and competence association such that higher novelty-seeking weakens the relationship.

张斌同学在长江DBA课程中

In summary, this research focuses on the application of VR technology in service innovation, proposes a theoretical model of VR-based service innovation, and verifies its positive effects, internal mechanisms, and differences in effects at different levels of novelty seeking characteristics. It has certain contributions to the research of VR technology, service innovation, corporate association, brand equity, and other fields, and provides enlightenment for enterprises to make better use of VR technology for service innovation to enhance their brand equity.

合影

论文答辩的圆满落幕，对张斌同学而言，这并非是他学术旅程的终点，而是他作为一位不懈追求知识的终身学习者的新起点。未来，他将带着对中西方管理学理论的深刻理解和独到见解，继续秉持新商业文明的理念，以敏锐的洞察力和创新的思维，不断为中国经济注入新的活力，引领行业走向更加广阔和繁荣的未来。