基于TAM理论的顾客心理契约形成机理研究——B2C情景下的实证研究

Empirical Research on the Formation Mechanism of Customer’s Psychological Contract Based on TAM in B2C Situations

基于TAM理论研究了B2C情景下顾客心理契约的形成机理。通过相关文献评述,提出了B2C情景下顾客心理契约形成机理模型及假设,通过实证分析验证模型及假设。结果表明:感知易用和感知风险对感知有用具有显著的影响作用;感知有用以及感知易用通过顾客价值观/态度对顾客心理契约具有显著的影响;同时,感知风险和感知易用对顾客心理契约具有显著的直接影响作用。研究结论对B2C情景下服务商保持和维护客户关系具有积极作用,为网络商家建立积极地调控干预机制,促进顾客心理契约正效应感知提供参考。

This paper researches the formation mechanism of customer psychological contract based on TAM under the B2 C context. We propose the formation mechanism model and assumptions of customers psychological contract under B2 C scenarios through related literature review, and test the model and hypotheses by empirical analysis. The results show thatperceived ease of use and perceived risk have a significant influence on perceived usefulness;perceived usefulness and perceived ease of use have a significant impact on the psychological contract by the customer values/attitudes;at the same time, perceived ease of use and perceived risk have a significant and directly affect the psychological contract. The conclusion has a positive effect on the service providers to maintain and preserve customer relationships under B2 C scenarios, and it also provides reference for promoting the perceived positive of customer psychological contract by establishing the positive regulatory intervention mechanism of the network businesses.