顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用

发布时间：2018-06-01 07:10

本文选题：顾客承诺 + 顾客公民行为　；参考：《管理评论》2016年12期

【摘要】：本文以在线零售行业为例,尝试基于社会交换理论和印象管理理论,探讨顾客承诺对顾客公民行为的驱动机制,分析不同类型顾客承诺对顾客公民行为的差异化影响,并探明自我提升这一个性心理因素在顾客公民行为中的调节作用。研究发现,顾客承诺对顾客公民行为具有正向驱动作用,且相比于计算性承诺对顾客公民行为的影响,情感性承诺对顾客公民行为三维度的正向影响更强。计算性承诺是驱动顾客公民行为的保健因素,而情感性承诺则是驱动顾客公民行为的激励因素。此外,相对于低自我提升个体,高自我提升者履行顾客公民行为是基于印象整饰需要;而相对于高自我提升个体,低自我提升者履行顾客公民行为是基于互惠回馈需要。基于研究结论,本文为实践中提升顾客公民行为的网络零售服务设计提供了决策依据。
[Abstract]:Taking online retail industry as an example, this paper attempts to explore the driving mechanism of customer commitment to customer citizenship behavior based on social exchange theory and impression management theory, and analyzes the differential influence of different types of customer commitment on customer citizenship behavior. And to explore the self-promotion of a sexual psychological factor in the regulation of customer citizenship behavior. It is found that customer commitment has a positive driving effect on customer citizenship behavior, and affective commitment has more positive effect on customer citizenship behavior than computational commitment on customer citizenship behavior. Computational commitment is a health care factor that drives customer citizenship behavior, while affective commitment is an incentive factor to drive customer citizenship behavior. In addition, compared with the low self-promotion individuals, the high self-promotion individuals perform customer citizenship behavior based on impression finishing needs, while the low self-promotion individuals perform customer citizenship behavior based on the need of reciprocal feedback. Based on the research conclusions, this paper provides a decision basis for the design of online retail service to promote customer citizenship behavior in practice.
【作者单位】：黑龙江大学经济与工商管理学院;中国人民大学商学院;
【基金】：国家自然科学基金项目(71502051) 黑龙江省普通本科高等学校青年创新人才培养计划(UNPYSCT-2016023) 杭州电子科技大学项目(ZX150202304002);杭州电子科技大学讲座教授项目(ZX140204304002/001)
【分类号】：F274

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