基于计划行为理论的顾客与服务商购买意向达成的实证研究

Empirical Study on the Purchase Intention Achievement Between Customer and Service Provider Based on Planned Behavior Theory

基于计划行为理论研究顾客与服务商之间购买意向达成的影响因素及关系。通过分析顾客的"心理反映"以及商家"责任或义务"的承诺对购买意向达成的影响,提出了顾客与商家购买意向达成的模型及假设;采取情景实验及过程跟踪方法,以服务关系为背景验证模型及假设。研究结果表明:顾客的行为控制认知、价值观/态度、主观规范、知识及经验、商家承诺及传递对顾客的购买意向及达成均呈现不同程度的影响。结论为服务商有侧重地采取措施与顾客达成购买意向及行为具有一定参考作用,并为服务商与顾客之间建立长期稳定的关系奠定基础。

The research on the relationships and influences of the purchase intention achievement between customers and service providers based on the theory of planned behavior. Through analysis the influence of psychological reaction of customers as well as ＂responsibility or obligation＂ commitment of merehantsto purchase intention, proposed the model and assumes on the purchase intention achievement between customer and merchants. Taken the method of situational experiment and the way of process tracking to verify the model and hypotheses, which was inthe background of serve relationship. The results show thatcustomer perceived behavior control, customer values / attitudes, subjective norms, knowledge and experience, merchant commitments and transfer showed different effects on the customer purchase intention. The conclusion have certain reference for service providers to reach purchase intentions and behavior with customer, and lay the foundation for the service provider and customer to establish long -term stable relationships.