参与情境下顾客心理感知对关系利益的实证检验  

Empirical test of customer psychological perception on relationship benefits with customer participation

作　　者：张明立[1] 任淑霞[1] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191

出　　处：《清华大学学报（自然科学版）》2014年第5期664-671,共8页Journal of Tsinghua University(Science and Technology)

基　　金：国家自然科学基金资助项目(71272018)

摘　　要：为考察参与活动中顾客心理感知对关系利益的影响,该文基于认知理论引入了消费情感、感知控制和心理契约这组心理感知变量,构建了顾客参与影响关系利益的心理机制的作用模型。为了获得相应的实证结果,该研究收集了参加过商业培训的400个学员样本,采用结构方程模型的方法进行了相关实证研究。研究结果表明:消费情感和心理契约对顾客参与提升关系利益中的信任利益和社会利益均有显著的作用,而感知控制仅对顾客参与提升信任利益有显著的作用;消费情感、感知控制和心理契约在顾客参与提升关系利益的影响路径中起部分中介作用。This paper examines the influence of customer psychological perception on the enhancement of relationship benefits.Consumption emotions,perceived control,and psychological contract were introduced as important psychological variables to investigate the psychological influence of customer participation on relationship benefits based on cognitive theory.An empirical investigation was conducted using a structural equation model from the personal development industry to obtain empirical results.The results show that consumption emotions and psychological contract significantly influence confidence benefits and social benefits,while perceived control only has significant influence on confidence benefits.In addition,consumption emotions,perceived control and psychological contract play partly intermediary roles in customer participation and relationship benefits.

关 键 词：顾客参与 关系利益 消费情感 感知控制 心理契约 

分 类 号：F713.55[经济管理—市场营销]