基于顾客心理契约的服务保证与消费者行为意向关系研究

On the Relations between Service Guarantee and Customers' Behavior Intention based on Customers' Psychological Contract

本文采用结构方程构建了服务保证之基于消费者心理契约的中介模型,对C2C环境下服务保证、消费者心理契约和行为意向间关系进行实证研究。结果表明:条件限制性和承诺适度性对消费者交易心理契约有显著的正向影响,条件限制性与利用便捷性对关系心理契约有显著的正向影响,承诺适度性对关系心理契约有显著的负向影响;条件限制性只能通过心理契约影响行为意向,承诺适度性只能通过交易心理契约影响交易型行为意向,但承诺适度性和利用便捷性不仅能通过关系心理契约间接影响关系型行为意向,而且能直接影响关系型行为意向。

This paper makes an empirical study on the relations among service guarantee, customers＇ psychological contract and customers＇ behavior intention in the C2C environment by adopting the structural equation model to build a mediation model of service guarantee based on consumers＇ psychological contract. The result shows that the restrictive conditions and moderate commitments have a significance positive effect on customers＇ psychological agreement in a trade. The convenient utilization and restrictive conditions favorably influence their relational inner contract, but the suitable promise makes the opposite situation. It＇s also found that the restrictive conditions can influence their behavior intention only by psychological contract, and the proper commitments affect their behavior intention in a trade just by transactional psychological contract, but the convenient utilization and moderate commitments influence customers＇ relational behavior intention, both indirectly and directly.