摘要：当前体验经济下顾客体验成为企业吸引顾客和塑造竞争优势的关键所在，学者们越来越关注顾企互动对价值共创的作用，然而过往研究大多关注单一要素对顾客体验的净效应，忽视了多因素间的联动效应。因此，本文基于顾企互动视角，使用NCA与fsQCA混合方法，对315份有效问卷数据进行分析，探索影响顾客体验的商业模式创新类型、资源整合、价值感知、关系倾向和顾客参与的不同组态效应。研究结果表明：引致积极顾客体验的路径有三种类型；提升顾客体验既不能简单追求商业模式创新，也不能简单追求高水平顾客参与；高水平资源整合和价值感知有助于构建积极顾客体验；低水平关系倾向会带来消极顾客体验，但高水平的关系倾向不一定产生积极顾客体验。基于组态理论从顾企互动视角计算积极与消极顾客体验的路径，为企业实践中营造好的顾客体验提供决策依据、增进对策建议的有效性。

Abstract: In the experience economy, customer experience has become the key to attracting customers and shaping competitive advantages for enterprises. In recent years, scholars have paid more and more attention to the role of customer-enterprise interaction on value co-creation. However, most of the traditional studies focus on the net effect of a single factor on customer experience, ignoring the linkage effect among multiple factors. Therefore, this paper analyzes 315 valid questionnaire data based on a hybrid approach of NCA and fsQCA to explore the necessity of customer interaction that affects customer experience, and the complex paths through which the different groupings of business model innovation, resource integration, value perception, relationship proneness, and customer engagement affect customer experience. The findings suggest that: there are three types of paths leading to positive customer experience; enhancing customer experience cannot be simply pursued neither by business model innovation nor by high level of customer engagement; high level of resource integration and value perception helps to construct positive customer experience; low level of relationship proneness brings negative customer experience, but high level of relationship proneness does not necessarily produce positive customer experience. Based on the group theory, this paper explains the complex causal relationship of constructing customer experience from the perspective of customer-enterprise interaction, and the results of the study provide decision support and theoretical guidance for service-oriented enterprises to construct positive customer experience in practice.