直播营销中消费者与带货主播的心理契约:量表开发及其动态演化  

The Study of Consumer Psychological Contract to Commercial Anchor in Live Streaming Marketing:Scale Development and Dynamic Evolution

作　　者：佘升翔 许浩然 徐大佑[1] She Shengxiang;Xu Haoran;Xu Dayou

机构地区：[1]贵州财经大学工商管理学院,贵阳550025 [2]贵州省大数据统计分析重点实验室

出　　处：《复印报刊资料（市场营销）》2022年第8期74-82,共9页

基　　金：国家自然科学基金项目(71862009);贵州省研究生科研基金项目(黔教合YJSCXJH(2020)124);贵州省大数据统计分析重点实验室项目(黔科合平台人才[2019]5103)。

摘　　要：直播营销作为最新的网络营销方式,其长远发展取决于主播和消费者之间的可持续关系。本研究通过扎根理论探究和提炼了直播营销情境下消费者对主播心理契约的概念、结构和内容,并综合运用探索性因子分析和验证性因子分析等方法对心理契约量表进行修订与校正,结果表明:消费者对主播的心理契约包括“交易规范”和“关系维系”两个维度,最终的量表具有良好的信度与效度。此外,本文基于客户关系生命周期理论,对心理契约的动态演化进行了研究,结果显示:随着消费者与主播的关系发展到不同阶段,消费者的心理契约逐步增强;心理契约在成长期和成熟期两个阶段存在显著差异;在所有阶段,“关系维系”均强于“交易规范”。The long-term development of the live streaming marketing,which is the latest way of network marketing,depends on the sustainable relationship between anchors and consumers.This study refines the concept of consumers'psychological contract and explores its structure in the context of the live streaming marketing through the grounded theory,and applies the exploratory factor analysis and the confirmatory factor analysis to test and modify the psychological contract scale.The results show that the psychological contract is composed of two dimensions including the"transaction regulation"and the"relationship maintenance",and the reliability and validity of the final scale are good.Based on the theory of the customer relationship life cycle,this paper further studies the dynamic evolution of the psychological contract.The results of the variance analysis are as follows:firstly,with the deepening of the relationship stage,the psychological contract of consumers is gradually strengthened;secondly,there is a significant difference in the psychological contract between the formation stage and the mature stage;in addition,no matter in which stage,the"relationship maintenance"is always stronger than the"transaction regulation".

关 键 词：直播营销 带货主播 心理契约 量表开发 客户关系生命周期 

分 类 号：F724.6[经济管理—产业经济] F713.55[哲学宗教—基础心理学] B842[哲学宗教—心理学]