网约车用户心理契约的动态演化研究  

Research on the Dynamic Evolution of the Psychological Contract of Ride-hailing Users

作　　者：杨建春[1] 吴颖 佘升翔 YANG Jian-chun;WU Ying;SHE Sheng-xiang(School of Business Administration,Guizhou University of Finance and Economics,Guiyang 550025)

机构地区：[1]贵州财经大学工商管理学院,贵阳550025

出　　处：《软科学》2020年第9期97-102,共6页Soft Science

基　　金：国家自然科学基金项目(71862009);教育部人文社会科学研究规划基金项目(16YJAZH069);文化和旅游部2019年专业研究生重点研究扶持项目(WLRCY2019-037)。

摘　　要：验证网约车用户心理契约的结构,并结合客户关系生命周期理论,通过方差分析比较网约车用户-网约车平台不同关系阶段网约车用户的心理契约内容。结果发现:随着网约车用户-网约车平台关系的不断深入,网约车用户对平台的交易型心理契约和关系型心理契约都呈现出逐步增强的趋势;同时,网约车用户的交易型心理契约在形成期与成熟期阶段存在显著差异;此外,不论在哪个阶段,网约车用户对平台的交易型心理契约都强于关系型心理契约。This paper verifies the structure of the psychological contract of online ride-hailing users,and compares the content of the psychological contract of online ride-hailing users at different stages of the relationship between online ride-hailing user and online ride-hailing platform through variance analysis based on the life cycle theory of customer relationship.Results show that with the deepening of the relationship between online ride-hailing users and online ride-hailing platform,the transactional psychological contract and relational psychological contract of online ride-hailing users to the platform show a trend of increasing.At the same time,there is a significant difference in the transactional psychological contract between the formation stage and the maturity stage.In addition,no matter in which stage,the online ride-hailing users are stronger on the platform’s transactional psychological contract than relational psychological contract.

关 键 词：网约车 心理契约 客户关系生命周期 

分 类 号：F272.3[经济管理—企业管理]