基于顾客心理契约的服务保证对消费者行为意向影响研究

发布时间：2018-04-23 22:17

本文选题：服务保证 + 顾客心理契约　；参考：《湖南大学》2015年硕士论文

【摘要】：服务保证是C2C环境下重要信息源,已成为企业和消费者关注焦点。近些年,以淘宝商城、拍拍网、微店等为代表的互联网交易市场迅速发展,相对于传统购物,网络购物不涉及顾客与商家之间的当面接触,买卖双方互动形式受到限制,信息不对称导致顾客和网络卖家间存在感知不确定,消费者通常根据商家介绍及产品/服务的相关信息进行甄别和选择。一方面,服务保证作为一种外部信号,一直被网络运营商视为吸引客户、保留客户和在市场上获得竞争优势的有效途径;作为一种标准,不仅让消费者对网络环境下实物产品有所界定,也为产品/服务体验提供评价依据,表达商家对产品/服务的自信和赢得消费者的诚意,有效促进顾客心理契约构建。另一方面,商家运用服务保证引导顾客形成信赖和忠诚,有助于消费行为发生。回顾相关文献,发现从心理契约视角探讨服务保证对消费者行为意向影响的研究较少,需进一步对服务保证在顾客心理变化过程中的作用机理展开研究。本文借鉴信号传递理论、社会交换理论和计划行为理论,以C2C环境下的服务保证为研究对象,基于顾客心理契约构建服务保证对消费者行为意向影响的研究模型,并通过结构方程模型分析处理调研数据,对本研究假设模型进行检验。结果表明,服务保证的条件限制性和承诺适度性对交易型顾客心理契约有显著正向影响,服务保证的条件限制性与利用便捷性对关系型顾客心理契约有显著正向影响,服务保证承诺适度性对关系型顾客心理契约有显著负向影响;服务保证条件限制性只能通过顾客心理契约影响行为意向,服务保证承诺适度性只能通过交易型顾客心理契约影响交易型消费者行为意向,但服务保证的承诺适度性和利用便捷性不仅能通过关系型顾客心理契约间接影响关系型消费者行为意向,还能直接影响关系型消费者行为意向。上述结论拓展了心理视角下的营销理论,挖掘服务保证各特性作用机理,定位关键维度,精细化提升服务保证效用,为商家服务保证营销策略的制定开辟了新思路。
[Abstract]:Service guarantee is an important information source in C 2 C environment, which has become the focus of attention of enterprises and consumers. In recent years, the Internet trading market, represented by Taobao Mall, pat net, micro-shop and so on, has developed rapidly. Compared with traditional shopping, online shopping does not involve face-to-face contact between customers and businesses, and the form of interaction between buyers and sellers is restricted. Information asymmetry leads to uncertainty of perception between customers and online sellers. Consumers usually discriminate and choose according to the relevant information of merchants and products / services. On the one hand, as an external signal, service guarantee has been regarded by network operators as an effective way to attract customers, retain customers and gain competitive advantage in the market. It not only makes consumers define physical products under the network environment, but also provides evaluation basis for product / service experience, expresses the confidence of merchants in products / services and wins the sincerity of consumers, and effectively promotes the construction of customer psychological contract. On the other hand, the merchants use the service guarantee to guide customers to form trust and loyalty, which is helpful to consumer behavior. Reviewing the relevant literature, it is found that there is little research on the influence of service guarantee on consumer behavior intention from the perspective of psychological contract, and the mechanism of service guarantee in the process of customer psychological change needs to be further studied. Based on the theory of signal transmission, the theory of social exchange and the theory of planned behavior, this paper takes the service guarantee under the C2C environment as the research object, and constructs the research model of the influence of the service guarantee on the consumer behavior intention based on the customer psychological contract. And through the structural equation model analysis and processing of research data, the hypothetical model of this study was tested. The results show that the conditional restriction and commitment moderation of service guarantee have a significant positive impact on the transactional customer psychological contract, and the conditional restriction and ease of use of the service guarantee have a significant positive impact on the relationship customer psychological contract. The appropriateness of service guarantee commitment has a significant negative effect on the relationship customer psychological contract, and the restriction of service guarantee condition can only influence behavior intention through customer psychological contract. The appropriateness of service guarantee commitment can only influence the behavior intention of transactional consumers through the psychological contract of transactional customers. However, the appropriateness and convenience of service guarantee can not only indirectly affect the behavior intention of relational consumers through the psychological contract of relational customers, but also directly affect the behavior intention of relational consumers. The above conclusion expands the marketing theory from the psychological perspective, excavates the function mechanism of each characteristic of the service guarantee, locates the key dimension, improves the service guarantee utility meticulously, and opens up a new way of thinking for the business enterprise service guarantee marketing strategy formulation.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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