顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用

Customer Commitment,Self-Enhancement and Customer Citizenship Behavior:Driving Mechanism and Moderating Effect from the Perspective of Social Exchange Theory

本文以在线零售行业为例,尝试基于社会交换理论和印象管理理论,探讨顾客承诺对顾客公民行为的驱动机制,分析不同类型顾客承诺对顾客公民行为的差异化影响,并探明自我提升这一个性心理因素在顾客公民行为中的调节作用。研究发现,顾客承诺对顾客公民行为具有正向驱动作用,且相比于计算性承诺对顾客公民行为的影响,情感性承诺对顾客公民行为三维度的正向影响更强。计算性承诺是驱动顾客公民行为的保健因素,而情感性承诺则是驱动顾客公民行为的激励因素。此外,相对于低自我提升个体,高自我提升者履行顾客公民行为是基于印象整饰需要;而相对于高自我提升个体,低自我提升者履行顾客公民行为是基于互惠回馈需要。基于研究结论,本文为实践中提升顾客公民行为的网络零售服务设计提供了决策依据。

Taking online retail industry as an example, this study jumps out of the horizon limitation of existing theories in explaining customer citizenship behavior and tries to apply a new theoretical view of Social Exchange Theory and Impression Management Theory to discuss the differentiated impact of customer commitment on customer citizenship behavior as well as explore the moderating effect of self- enhancement on customer citizenship behavior. The results indicate that affective commitment has stronger influence on all the three di- mensions of customer citizenship behavior compared with that of calculative commitment. Calculative commitment is the motivating factor of customer citizenship behavior, whereas affective commitment is the hygiene factor of customer citizenship behavior. In addition, com- pared with low self-enhancement individuals, high self-enhancement individuals who fulfill customer citizenship behavior are based on impression management needs. Whereas, compared with high self-enhancement individuals, low self-enhancement individuals who fulfill customer citizenship behavior are based on reciprocal feedback needs. Based on the research results, this paper provides a decision basis for online retail service design in order to enhance customer citizenship behavior in practice.