关系利益对顾客持续承诺的影响机制研究  

Effects of Relationship Benefits on Continuous Commitment

作　　者：张明立[1] 罗暖[1] 王伟[2] 

机构地区：[1]北京航空航天大学经济与管理学院,北京100191 [2]北京航空航天大学体育部,北京100191

出　　处：《广义虚拟经济研究》2015年第4期53-60,共8页Research on the Generalized Virtual Economy

基　　金：广义虚拟经济研究专项资助项目[项目编号:GX2014-1001(Y)];国家自然科学基金项目(71272018)

摘　　要：基于广义虚拟经济的二元价值容介态理论,本研究指出消费者-企业关系中的关系利益属于虚拟价值形态,并深入分析了关系利益的维度构成及其对顾客持续承诺的影响机制。研究结果表明:(1)关系利益包括信任利益、社交利益、特殊待遇利益、荣耀利益四个维度;(2)信任利益、社交利益、特殊待遇利益、荣耀利益通过消费者满意而对顾客持续承诺有显著的正向作用;(3)信任利益、社交利益通过转换成本而对顾客承诺产生显著的正向影响。Based on dualistic value Rong-Jie state of generalized virtual economy, this study points out that the customer-company relationship benefits belongs to the category of generalized virtual value, and deeply analyzes the dimensions of relationship benefits and the mechanism of its influence on the continuous com- mitment. The research results show： （1） relationship benefits includes four dimensions, confidence benefits, social benefits, special treatment benefits and honor benefits; （2） confidence benefits, social benefits, special treatment benefits and honor benefits has significant and positive effect on continuous commitment throughcustomer satisfaction; （3） confidence benefits and social benefits plays significant and positive role in con- tinuous commitment through switching barriers.

关 键 词：广义虚拟经济 关系利益 顾客满意 转换成本 持续承诺 

分 类 号：F274[经济管理—企业管理]