本文選題：服務(wù)保證 + 顧客心理契約��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：服務(wù)保證是C2C環(huán)境下重要信息源,已成為企業(yè)和消費(fèi)者關(guān)注焦點(diǎn)。近些年,以淘寶商城、拍拍網(wǎng)、微店等為代表的互聯(lián)網(wǎng)交易市場(chǎng)迅速發(fā)展,相對(duì)于傳統(tǒng)購物,網(wǎng)絡(luò)購物不涉及顧客與商家之間的當(dāng)面接觸,買賣雙方互動(dòng)形式受到限制,信息不對(duì)稱導(dǎo)致顧客和網(wǎng)絡(luò)賣家間存在感知不確定,消費(fèi)者通常根據(jù)商家介紹及產(chǎn)品/服務(wù)的相關(guān)信息進(jìn)行甄別和選擇。一方面,服務(wù)保證作為一種外部信號(hào),一直被網(wǎng)絡(luò)運(yùn)營(yíng)商視為吸引客戶、保留客戶和在市場(chǎng)上獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的有效途徑;作為一種標(biāo)準(zhǔn),不僅讓消費(fèi)者對(duì)網(wǎng)絡(luò)環(huán)境下實(shí)物產(chǎn)品有所界定,也為產(chǎn)品/服務(wù)體驗(yàn)提供評(píng)價(jià)依據(jù),表達(dá)商家對(duì)產(chǎn)品/服務(wù)的自信和贏得消費(fèi)者的誠(chéng)意,有效促進(jìn)顧客心理契約構(gòu)建。另一方面,商家運(yùn)用服務(wù)保證引導(dǎo)顧客形成信賴和忠誠(chéng),有助于消費(fèi)行為發(fā)生。回顧相關(guān)文獻(xiàn),發(fā)現(xiàn)從心理契約視角探討服務(wù)保證對(duì)消費(fèi)者行為意向影響的研究較少,需進(jìn)一步對(duì)服務(wù)保證在顧客心理變化過程中的作用機(jī)理展開研究。本文借鑒信號(hào)傳遞理論、社會(huì)交換理論和計(jì)劃行為理論,以C2C環(huán)境下的服務(wù)保證為研究對(duì)象,基于顧客心理契約構(gòu)建服務(wù)保證對(duì)消費(fèi)者行為意向影響的研究模型,并通過結(jié)構(gòu)方程模型分析處理調(diào)研數(shù)據(jù),對(duì)本研究假設(shè)模型進(jìn)行檢驗(yàn)。結(jié)果表明,服務(wù)保證的條件限制性和承諾適度性對(duì)交易型顧客心理契約有顯著正向影響,服務(wù)保證的條件限制性與利用便捷性對(duì)關(guān)系型顧客心理契約有顯著正向影響,服務(wù)保證承諾適度性對(duì)關(guān)系型顧客心理契約有顯著負(fù)向影響;服務(wù)保證條件限制性只能通過顧客心理契約影響行為意向,服務(wù)保證承諾適度性只能通過交易型顧客心理契約影響交易型消費(fèi)者行為意向,但服務(wù)保證的承諾適度性和利用便捷性不僅能通過關(guān)系型顧客心理契約間接影響關(guān)系型消費(fèi)者行為意向,還能直接影響關(guān)系型消費(fèi)者行為意向。上述結(jié)論拓展了心理視角下的營(yíng)銷理論,挖掘服務(wù)保證各特性作用機(jī)理,定位關(guān)鍵維度,精細(xì)化提升服務(wù)保證效用,為商家服務(wù)保證營(yíng)銷策略的制定開辟了新思路。
[Abstract]:Service guarantee is an important information source in C 2 C environment, which has become the focus of attention of enterprises and consumers. In recent years, the Internet trading market, represented by Taobao Mall, pat net, micro-shop and so on, has developed rapidly. Compared with traditional shopping, online shopping does not involve face-to-face contact between customers and businesses, and the form of interaction between buyers and sellers is restricted. Information asymmetry leads to uncertainty of perception between customers and online sellers. Consumers usually discriminate and choose according to the relevant information of merchants and products / services. On the one hand, as an external signal, service guarantee has been regarded by network operators as an effective way to attract customers, retain customers and gain competitive advantage in the market. It not only makes consumers define physical products under the network environment, but also provides evaluation basis for product / service experience, expresses the confidence of merchants in products / services and wins the sincerity of consumers, and effectively promotes the construction of customer psychological contract. On the other hand, the merchants use the service guarantee to guide customers to form trust and loyalty, which is helpful to consumer behavior. Reviewing the relevant literature, it is found that there is little research on the influence of service guarantee on consumer behavior intention from the perspective of psychological contract, and the mechanism of service guarantee in the process of customer psychological change needs to be further studied. Based on the theory of signal transmission, the theory of social exchange and the theory of planned behavior, this paper takes the service guarantee under the C2C environment as the research object, and constructs the research model of the influence of the service guarantee on the consumer behavior intention based on the customer psychological contract. And through the structural equation model analysis and processing of research data, the hypothetical model of this study was tested. The results show that the conditional restriction and commitment moderation of service guarantee have a significant positive impact on the transactional customer psychological contract, and the conditional restriction and ease of use of the service guarantee have a significant positive impact on the relationship customer psychological contract. The appropriateness of service guarantee commitment has a significant negative effect on the relationship customer psychological contract, and the restriction of service guarantee condition can only influence behavior intention through customer psychological contract. The appropriateness of service guarantee commitment can only influence the behavior intention of transactional consumers through the psychological contract of transactional customers. However, the appropriateness and convenience of service guarantee can not only indirectly affect the behavior intention of relational consumers through the psychological contract of relational customers, but also directly affect the behavior intention of relational consumers. The above conclusion expands the marketing theory from the psychological perspective, excavates the function mechanism of each characteristic of the service guarantee, locates the key dimension, improves the service guarantee utility meticulously, and opens up a new way of thinking for the business enterprise service guarantee marketing strategy formulation.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.55

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