大学生网络购物心理契约违背对顾客口碑传播意愿的影响研究  

A Study of the Relation between Psychological Contract Violation and Word-of-mouth Dissemination in Internet Transaction

作　　者：金美东 徐志强 汪海彬[3] Jin Meidong;Xu Zhiqiang;Wang Haibin(Academic Affairs Office,Huangshan University,Huangshan 245041,China;Tangling Sub District Office of Qiaocheng District,Bozhou 236800,China;School of Educational Sciences,Huangshan University,Huangshan 245041,China)

机构地区：[1]黄山学院教务处,安徽黄山245041 [2]亳州市谯城区汤陵街道办事处,安徽亳州236800 [3]黄山学院教育科学学院,安徽黄山245041

出　　处：《黄山学院学报》2022年第2期118-120,共3页Journal of Huangshan University

基　　金：安徽省弘扬核心价值观名师工作室建设项目(Szzjih1-2-2018-19)。

摘　　要：分析黄山学院大学生在网络购物时心理契约违背、顾客口碑传播意愿与年级、专业、性别等人口学变量上的关系差异。研究发现:交易型心理契约违背高于关系型心理契约违背;关系型心理契约违背在性别和生源地上都存在显著差异,女生高于男生;顾客口碑传播意愿在性别、专业、生源地上存在显著差异;顾客心理契约违背能够增加顾客口碑传播水平;交易型心理契约违背对顾客正向口碑传播产生负面影响。Students show differences in terms of psychological contract violation and customers’ willingness to disseminate word-of-mouth due to demographic variables such as grade, major and gender in Huangshan University. Research finds that the possibility of contract breach of transactional psychology is higher than that of relational psychology;There are significant differences in the contract breach of relational psychology between the sexes and the places of origin of students and the possibility of girls’ breach is higher than that of boys’. There are distinct differences in customers’ willingness to spread word-of-mouth in gender, major and place of origin;The breach of customer psychological contract can increase the level of customer word-of-mouth dissemination;Contract violation of transactional psychology has a negative impact on the positive word-of-mouth dissemination of customers.

关 键 词：大学生 心理契约违背 口碑传播 

分 类 号：G645[文化科学—高等教育学]