顾客心理安全感对网络服务消费行为作用的实证研究

Effect of Customers' Psychological Safety Perception on Their Behaviors in Internet Services

尝试把心理安全感概念引入网络消费行为解释中,探究顾客心理安全感对消费行为的作用。利用结构方程路径分析,发现消费者心理安全感在感知风险和消费行为间具有中介作用,且顾客感知风险对消费行为不具有直接效应,故认为当顾客感知风险带来顾客心理安全感缺失时会影响消费行为。研究结论深化了感知风险对消费行为作用机理的认识,对指导网站服务营销的针对性,寻求促进网络消费的措施和方法具有理论意义。

The concept of psychological safety was introduced to explore the effects of customers＇ psychological safety perception on their behaviors in internet service. It is found by structural equation model that the customer perception of psychological safety plays a mediate role between the perceived risks by customers and their consuming behaviors and the perceived risks would influence customer behaviors indirectly, and that the risks would affect customer behaviors directly only when they would be short of their psychological safety perception. The results are helpful to understand the mechanism of the effects of the perceived risks on the customer＇s consuming perception to develop the pertinence for internet service marketing and seek the measures of promoting internet service consumption.