心理所有权对顾客公民行为的影响——基于感知支持和社交焦虑的调节作用

The Influence of Psychological Ownership on Customer's Citizen Behavior:The Regulatory Role of Perceived Support and Social Anxiety

本文探讨了营销学领域中顾客所产生的心理所有权对顾客公民行为的影响。通过对收集的332份问卷数据运用SPSS25.0进行分析,结果表明:促进性心理所有权正向影响顾客公民行为;防御性心理所有权负向影响顾客公民行为;相比低程度的感知支持,高程度的感知支持可以增强促进性心理所有权对顾客公民行为的正向影响;相比低程度的社交焦虑,高程度的社交焦虑可以增强防御性心理所有权对顾客公民行为的负向影响。研究结果为心理所有权与顾客公民行为之间的关系提供了理论依据,并为企业和相关的管理者提供了实践启示。

This paper discusses the influence of customer psychological ownership on customer citizenship behavior in the field of marketing.The collected 332 questionnaire data were analyzed by SPSS25.0.The results showed that the promotion of psychological ownership positively affected the customer's citizen behavior;the defensive psychological ownership negatively affected the customer's citizen behavior;compared with the low degree perceived support,the high degree Perceived support can enhance the positive impact of promotional psychological ownership on customer citizenship behavior;a higher degree of social anxiety can enhance the negative impact of defensive psychological ownership on customer citizenship behavior compared to low levels of social anxiety.The research results provide a theoretical basis for the relationship between psychological ownership and customer citizenship behavior,and provide practical enlightenment for enterprises and related managers.