网购顾客心理契约违背、服务补救与顾客品牌态度  

Psychological Contract Violation,Service Recovery and Consumers' Brand Attitude

作　　者：林艳 王志增 

机构地区：[1]兰州财经大学工商管理学院,兰州730020

出　　处：《商业研究》2016年第4期131-138,共8页Commercial Research

基　　金：国家社会科学基金项目;项目编号:14XJY027;兰州财经大学重点项目;项目编号:LZ201101

摘　　要："互联网+"时代的到来意味着我国网购市场的竞争更加激烈,网购自身的特点使心理契约违背成为影响顾客品牌态度的重要因素之一。本文采用问卷调查方法分析心理契约违背对顾客品牌态度的影响,以及服务补救的调节作用和效果。研究表明:网购情境下顾客心理契约的违背会对顾客品牌态度产生负面影响,且"关系"心理契约对"交易"心理契约违背影响顾客品牌态度起部分中介作用;有形补偿对于"交易"心理契约违背对顾客品牌态度的影响有正向调节作用,并且存在"服务补救悖论"现象;情感补偿对于"关系"心理契约违背对顾客品牌态度的影响也存在着一定的调节作用;服务补救的效果与顾客品牌态度的改变存在着"倒U"型曲线关系。The arrival of the age of ＂Internet ＋ ＂makes the competition of China＇ s online shopping market more and more intense and the characteristics of online shopping make the violation of psychological contract become one of the important factors that influence the customers＇ brand attitude. This paper uses questionnaire survey method to analyze the influence of psychological contract violation on customer＇ s brand attitude and the regulation function and the effect of service recovery. The research shows that under the circumstance of online shopping,the violation of psychological contract has a negative impact on customer＇s brand attitude,and the psychological contract of relationship plays a partial intermediary role between the violation of psychological contract of deal and customers＇ brand attitude; the tangible compensation has a positive regulative function between the violation of psychological contract of deal and customers＇ brand attitude,and ＂service recovery paradox＂exists; affection compensation has some regulative function between the violation of psychological contract of relationship and customers＇ brand attitude; the relationship between the effect of service recovery and the changes of customers＇ brand attitude shows an ＂inverted U＂ shape curve.

关 键 词：网购情境 心理契约违背 中介效应 调节效应 服务补救悖论 “倒U”型 

分 类 号：F274[经济管理—企业管理] C713[经济管理—国民经济]