消费者—品牌关系维系:基于心理契约的研究

A study of Maintenance of Consumer-brand Relationship:from a Perspective of Psychological Contract

心理契约概念最初是用来描述雇员与雇主的工作关系,但它现已一般化地用来描述许多关系。实践证明消费者—品牌关系中也存在心理契约(消费者对品牌所承诺的义务或责任的感知或信念),消费者心理契约内容包括交易心理契约和关系心理契约。品牌关系中消费者心理契约的违背将对品牌关系产生重大破坏,对心理契约的违背,消费者将采取断裂、抱怨、沉默、破坏等行为。

The concept of psychological contract was firstly used to describe the working relationship between employer and employee, but now it is generally used to describe many relationships. Practice has proved that there also exists the psychological contract in the consumer-brand relationship （the perception or faith of the committed duty or responsibility of the consumer to the brand）. The content of consumers＇ psychological contract includes the transaction psychological contract and the relation psychological contract. The brand relationship will be destructed if the consumers＇ psychology contract is violated. Under such circumstance, consumers will take such actions as breaking, complaining, keeping silence, destructing, etc.