技术也有代理权!厘清技术在服务系统中的因果和结构作用

IF 3.7 4区 管理学 Q2 BUSINESS
Kelley Cours Anderson, Hans Hansen, Debra Laverie
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引用次数: 0

摘要

本研究探讨了技术如何在服务系统中获得代理权。通过运用服务主导逻辑和行为者网络理论(ANT)的系统观点,我们阐明并概念化了一项技术在价值创造过程中与网络中其他行为者连接时的资源和代理形式。我们开展了一项定性研究,探讨一项技术(即 VR 旅游)在住宅房地产市场中的作用。我们发现,VR 旅游技术通过他人与该技术的联系和对该技术的依赖而获得因果代理权。随着价值的确定,有可能产生结构性代理,即共同创造和改变价值,影响行动者重新协商他们的角色和实践,并使营销系统中的价值不稳定成为可能。本文讨论了理论和宏观营销的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Technology has Agency too! Disentangling Technology's Causal and Structural Agency in a Service System
This study explores how technology attains agency in a service system. By applying a systems view through the lenses of service-dominant logic and actor-network theory (ANT), we clarify and conceptualize resource and agency forms for a technology as it connects with other actors in a network as part of the value cocreation process. We conduct a qualitative study to explore a technology's role (i.e., VR-tours) in the residential real estate market. We find that VR-tour technology gains causal agency through others’ connection to and reliance on the technology. As value is determined, there is potential for structural agency, where it cocreates and transforms valuations, influencing actors to renegotiate their roles and practices and enabling value destabilization in the marketing system. Theoretical and macromarketing implications are discussed.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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