员工情绪劳动策略影响消费者购买行为的机制研究——基于EASI理论模型的分析

Research on the Mechanism of Employee Emotional Labor Strategy Affecting Consumers' Purchasing Behavior——Based on the analysis of EASI theoretical model

消费者在购买产品和服务时更注重消费过程中的心理体验。而员工的情绪劳动策略是影响消费者服务体验的重要因素,它们不仅影响消费者对服务质量和消费者导向的感知,而且还会影响到消费者的忠诚度,从而对其购买意愿和购买行为产生影响。其中,员工深层扮演比表层扮演更有利于消费者表现出企业所期望的认知和行为。在这个过程中,员工情绪劳动策略对消费者的影响通过两种路径实现:情感反应路径和信息推断路径。同时,消费者对员工情绪劳动策略判断的准确性也会影响其忠诚度。

Consumers pay more attention to the psychological experience of the consumer process when purchasing products and services. The employee’s emotional labor strategy is an important factor affecting the consumer service experience. They not only affect consumers’ perception of service quality and consumer orientation, but also affect consumer loyalty, thus purchasing will and purchase behavior.Have an impact. Among them, the deeper role of employees is more conducive to consumers’ perceptions and behaviors that the company expects than the surface. In this process, the impact of employee emotional labor strategy on consumers is achieved through two paths: emotional response path and information inference path. At the same time, the accuracy of consumers’ judgment on employees’ emotional labor strategies will also affect their loyalty.