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  本文關(guān)鍵詞： 網(wǎng)購情境 心理契約違背 服務(wù)補(bǔ)救　出處：《蘭州財經(jīng)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：2015年3月“互聯(lián)網(wǎng)+”戰(zhàn)略的提出使我國網(wǎng)購市場呈現(xiàn)出進(jìn)一步擴(kuò)大的趨勢,同時,競爭也愈加激烈。然而,由于互聯(lián)網(wǎng)自身的弊端以及顧客心理契約的復(fù)雜性,心理契約違背成為影響顧客態(tài)度、行為的重要因素,即心理契約違背的發(fā)生促使顧客產(chǎn)生不滿、抱怨,轉(zhuǎn)換等行為,在激烈網(wǎng)購競爭環(huán)境下,這種退出行為對企業(yè)來說是非常危險的。盡管心理契約違背的發(fā)生有其客觀性和不可避免性,但已有研究證明,在傳統(tǒng)情境下,企業(yè)采取積極的補(bǔ)救措施不僅能彌補(bǔ)心理契約違背產(chǎn)生的負(fù)面影響,還可能改變顧客的態(tài)度和行為。為了探討在網(wǎng)購情境下顧客心理契約違背產(chǎn)生的負(fù)面影響及相應(yīng)的對策,本文將顧客心理契約違背的研究拓展到網(wǎng)購情境中。梳理已有文獻(xiàn),對網(wǎng)購情境下顧客心理契約違背、服務(wù)補(bǔ)救、顧客品牌態(tài)度等變量的相關(guān)概念和維度進(jìn)行借鑒,采用調(diào)查問卷的形式進(jìn)行數(shù)據(jù)搜集,并通過SPSS19.0軟件對回收數(shù)據(jù)進(jìn)行統(tǒng)計分析,對研究假設(shè)進(jìn)行驗證。研究表明:網(wǎng)購情境下,顧客心理契約違背受顧客特征因素的影響,并且對顧客品牌態(tài)度具有負(fù)面影響,且“交易”心理契約違背影響顧客“關(guān)系”心理契約,進(jìn)而影響顧客品牌態(tài)度,服務(wù)補(bǔ)救在心理契約違背與顧客品牌態(tài)度之間起正向調(diào)節(jié)作用。綜上可知,心理契約違背對顧客品牌態(tài)度具有顯著的負(fù)向影響,且服務(wù)補(bǔ)救能夠起到正向的調(diào)節(jié)作用,基于此,電子商務(wù)企業(yè)應(yīng)注重網(wǎng)絡(luò)分銷商的選擇,顧客心理契約的維系,以及正確運(yùn)用服務(wù)補(bǔ)救策略組合。
[Abstract]:In March 2015, the strategy of "Internet" made China's online shopping market show a trend of further expansion, at the same time, the competition is becoming fiercer. However, due to the disadvantages of the Internet itself and the complexity of customer psychological contract, Psychological contract violation has become an important factor affecting customer attitude and behavior, that is, the occurrence of psychological contract violation causes customers to produce dissatisfaction, complaint, conversion and other behaviors, in the fierce online shopping competition environment, Although the occurrence of psychological contract breach has its objectivity and inevitability, it has been proved that in the traditional situation, Taking positive remedial measures can not only make up for the negative effect of psychological contract violation, but also change the customer's attitude and behavior. This paper extends the research of customer psychological contract violation to online shopping situation. Combing the existing literature, this paper makes reference to the related concepts and dimensions of customer psychological contract breach, service remedy, customer brand attitude and other variables in online shopping situation, such as customer psychological contract violation, service remedy, customer brand attitude and so on. The data is collected in the form of questionnaire, and the statistical analysis of the recovered data is carried out through SPSS19.0 software, and the research hypothesis is verified. The research shows that: under the circumstance of online shopping, customer psychological contract violation is affected by customer characteristic factors. And it has negative influence on customer brand attitude, and "transaction" psychological contract violates the psychological contract that affects customer "relationship", and then affects customer brand attitude. Service remedy plays a positive regulating role between psychological contract breach and customer brand attitude. In summary, psychological contract breach has a significant negative effect on customer brand attitude, and service remedy can play a positive role. E-commerce enterprises should pay attention to the choice of network distributor, the maintenance of customer psychological contract, and the correct application of service remedy strategy combination.
【學(xué)位授予單位】：蘭州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274

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