基于品牌心理契约违背的消费者抵制行为研究  

Research on Consumer Boycott Behavior Based on the Brand Psychological Contract Violations

作　　者：汤发良[1] 阳林 Tang Faliang;Yang lin(School of Management,Guangdong University of Technology,Guangzhou,Guangdong,510520;School of Business,Guangdong University of Foreign Studies,Guangzhou,Guangdong,510420)

机构地区：[1]广东工业大学管理学院,广东广州510520 [2]广东外语外贸大学商学院,广东广州510420

出　　处：《成都大学学报（社会科学版）》2022年第6期29-41,共13页Journal of Chengdu University (Social Sciences)

基　　金：教育部人文社会科学项目“互联情景下品牌心理契约违背及干预机制研究”(项目编号:19YJA630097)。

摘　　要：本文尝试从品牌心理契约违背角度,运用深度访谈和问卷调查方法对时下频频出现的消费者抵制品牌的行为进行了研究。研究结果证实了各维度的品牌心理契约违背(交易型、关系型、理念型)对消费者抵制行为的不同影响,并检验了品牌认同在各维度的品牌心理契约违背和消费者抵制行为之间的中介作用。This paper attempts to study the frequent consumer boycott behavior from the perspective of brand psychological contract violation,using in-depth individual interviews and questionnaire survey.The results of the study confirm the differential influence of different dimensions of brand psychological contract violation(transactional,relational,and conceptual)on consumer boycott behavior,and also examines mediating role of brand identity between different dimensions of brand psychological contract violation and boycott behavior.

关 键 词：心理契约 品牌心理契约违背 消费者抵制行为 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]