网购顾客心理契约违背、服务补救与顾客品牌态度

发布时间：2018-05-20 18:32

本文选题：网购情境 + 心理契约违背　；参考：《商业研究》2016年04期

【摘要】："互联网+"时代的到来意味着我国网购市场的竞争更加激烈,网购自身的特点使心理契约违背成为影响顾客品牌态度的重要因素之一。本文采用问卷调查方法分析心理契约违背对顾客品牌态度的影响,以及服务补救的调节作用和效果。研究表明:网购情境下顾客心理契约的违背会对顾客品牌态度产生负面影响,且"关系"心理契约对"交易"心理契约违背影响顾客品牌态度起部分中介作用;有形补偿对于"交易"心理契约违背对顾客品牌态度的影响有正向调节作用,并且存在"服务补救悖论"现象;情感补偿对于"关系"心理契约违背对顾客品牌态度的影响也存在着一定的调节作用;服务补救的效果与顾客品牌态度的改变存在着"倒U"型曲线关系。
[Abstract]:The advent of the "Internet" era means that the competition in China's online shopping market is more intense. The psychological contract violation has become one of the important factors influencing the brand attitude of customers. This paper analyzes the influence of psychological contract violation on customer brand attitude, and the adjustment and effect of service remedy. The research shows that the breach of customer's psychological contract will have a negative impact on the customer's brand attitude under the circumstance of online purchase, and the "relationship" psychological contract may play a part of intermediary role in influencing the customer's brand attitude by the "transaction" psychological contract violation; Tangible compensation has a positive effect on the influence of "transaction" psychological contract violation on customer brand attitude, and the phenomenon of "service remedy paradox" exists. Emotional compensation has a certain regulating effect on the relationship psychological contract violation on the customer brand attitude, and the effect of service remedy has a "inverted U" curve relationship with the change of customer brand attitude.
【作者单位】：兰州财经大学工商管理学院;
【基金】：国家社会科学基金项目,项目编号:14XJY027 兰州财经大学重点项目,项目编号:LZ201101
【分类号】：F713.55;F724.6

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