心理契约破裂视角下微信订阅号受众EVLN行为影响研究  

Research on the Influence of Audience's EVLN Behaviors in WeChat Subscription Number from the Perspective of Psychological Contract Breach

作　　者：郭海玲[1] 胡若静[2] GUO Hai-ling;HU Ruo-jing(Hebei University,Baoding071000,China;Baoding University,Baoding071000,China)

机构地区：[1]河北大学管理学院,河北保定071000 [2]保定学院,河北保定071000

出　　处：《中国流通经济》2018年第11期31-40,共10页China Business and Market

基　　金：河北省社会科学基金项目"河北省中小企业跨境电商信息服务体系构建研究"(HB16TQ007)

摘　　要：为全面分析微信订阅号受众行为,可基于使用与满足理论、心理契约理论,运用偏最小二乘法进行结构方程建模,分析受众关注微信订阅号动机满足对心理契约破裂、心理契约破裂对受众退出—建言—忠诚—忽略(EVLN)行为的具体影响。通过问卷调查获取样本,并借助Smart PLS软件对研究模型进行假设验证发现,环境监测动机满足对交易型心理契约破裂、人际关系动机满足对关系型心理契约破裂、自我确认动机满足对理念型心理契约破裂均具有显著负向影响,而心绪转换动机满足对关系型心理契约破裂没有显著作用;交易型心理契约破裂对微信订阅号受众退出、建言、忠诚、忽略行为意向均不具有显著影响;关系型心理契约破裂对受众建言和忠诚行为意向具有显著负向影响,对受众忽略行为意向具有显著正向影响,对受众退出行为意向影响不显著;理念型心理契约破裂对受众建言、忠诚、忽略行为意向均不具有显著影响,但对受众退出行为意向具有显著负向影响。因此,为更好地了解客户,改善并提高微信订阅号价值和影响力,实现可持续发展,微信订阅号运营主体应当充分利用有限资源,激发受众建设性行为,避免在提供经济利益方面投入太多资源;应当充分考虑受众关系型需求的满足,增强订阅号与受众之间的交互性,发展运营主体和受众的强关系网络;应当在推荐商品或服务时适度增加与目标受众所认同价值不一致的内容和风格,激发其好奇心理,提升其活跃度,避免其退出。The operation effect of WeChat subscription number is closely related to audience behavior.For the comprehensive analysis of audience’s behaviors of WeChat subscription number,from the perspective of psychological contract,the authors deeply explore the impact mechanism of motivation gratifications on psychological contract breach,and psychological contract breach on exit,voice,loyalty,and neglect(EVLN)behaviors.Through the network questionnaire survey,samples were obtained and Smart PLS software was used to validate the research model.The results show that:(1)the impact of environmental monitoring motivation gratification on transactional psychological contract breach,interpersonal relationship motivation gratification on relational psychological contract breach,and self-identity motivation gratification on ideological psychological contract breach is significant negative respectively;however,mood conversion motivation gratification has no significant impact on the relational psychological contract breach.(2)the impact of transactional psychological contract breach on EVLN behavioral intention is not significant.(3)The relational psychological contract breach has a significant negative impact on the subscriber’s voice and loyalty behaviors;has a significant positive impact on the subscriber’s neglect behavior;and has no significant impact on exit behavior.(4)the ideological psychological contract breach has no significant impact on subscriber’s voice,loyalty,neglect behaviors;and the ideological psychological contract breach has a significant negative impact on subscriber’s exit behavior.To have a better understanding of customers,we should improve the value and impact power of WeChat subscription number,and realize the sustainable development.And the operators of WeChat subscription number should fully take advantage of the limited resources,enhance the interaction,moderately increase content and styles that not in accordance with target audiences’accepted value to stimulate their curiousness,improv

关 键 词：微信订阅号 使用与满足理论 心理契约破裂 EVLN行为 

分 类 号：F713.55[经济管理—市场营销]