网购情境下心理契约违背对顾客品牌态度的影响研究

发布时间：2018-02-09 14:57

本文关键词： 网购情境心理契约违背服务补救　出处：《兰州财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：2015年3月“互联网+”战略的提出使我国网购市场呈现出进一步扩大的趋势,同时,竞争也愈加激烈。然而,由于互联网自身的弊端以及顾客心理契约的复杂性,心理契约违背成为影响顾客态度、行为的重要因素,即心理契约违背的发生促使顾客产生不满、抱怨,转换等行为,在激烈网购竞争环境下,这种退出行为对企业来说是非常危险的。尽管心理契约违背的发生有其客观性和不可避免性,但已有研究证明,在传统情境下,企业采取积极的补救措施不仅能弥补心理契约违背产生的负面影响,还可能改变顾客的态度和行为。为了探讨在网购情境下顾客心理契约违背产生的负面影响及相应的对策,本文将顾客心理契约违背的研究拓展到网购情境中。梳理已有文献,对网购情境下顾客心理契约违背、服务补救、顾客品牌态度等变量的相关概念和维度进行借鉴,采用调查问卷的形式进行数据搜集,并通过SPSS19.0软件对回收数据进行统计分析,对研究假设进行验证。研究表明:网购情境下,顾客心理契约违背受顾客特征因素的影响,并且对顾客品牌态度具有负面影响,且“交易”心理契约违背影响顾客“关系”心理契约,进而影响顾客品牌态度,服务补救在心理契约违背与顾客品牌态度之间起正向调节作用。综上可知,心理契约违背对顾客品牌态度具有显著的负向影响,且服务补救能够起到正向的调节作用,基于此,电子商务企业应注重网络分销商的选择,顾客心理契约的维系,以及正确运用服务补救策略组合。
[Abstract]:In March 2015, the strategy of "Internet" made China's online shopping market show a trend of further expansion, at the same time, the competition is becoming fiercer. However, due to the disadvantages of the Internet itself and the complexity of customer psychological contract, Psychological contract violation has become an important factor affecting customer attitude and behavior, that is, the occurrence of psychological contract violation causes customers to produce dissatisfaction, complaint, conversion and other behaviors, in the fierce online shopping competition environment, Although the occurrence of psychological contract breach has its objectivity and inevitability, it has been proved that in the traditional situation, Taking positive remedial measures can not only make up for the negative effect of psychological contract violation, but also change the customer's attitude and behavior. This paper extends the research of customer psychological contract violation to online shopping situation. Combing the existing literature, this paper makes reference to the related concepts and dimensions of customer psychological contract breach, service remedy, customer brand attitude and other variables in online shopping situation, such as customer psychological contract violation, service remedy, customer brand attitude and so on. The data is collected in the form of questionnaire, and the statistical analysis of the recovered data is carried out through SPSS19.0 software, and the research hypothesis is verified. The research shows that: under the circumstance of online shopping, customer psychological contract violation is affected by customer characteristic factors. And it has negative influence on customer brand attitude, and "transaction" psychological contract violates the psychological contract that affects customer "relationship", and then affects customer brand attitude. Service remedy plays a positive regulating role between psychological contract breach and customer brand attitude. In summary, psychological contract breach has a significant negative effect on customer brand attitude, and service remedy can play a positive role. E-commerce enterprises should pay attention to the choice of network distributor, the maintenance of customer psychological contract, and the correct application of service remedy strategy combination.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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