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为考察参与活动中顾客心理感知对关系利益的影响,该文基于认知理论引入了消费情感、感知控制和心理契约这组心理感知变量,构建了顾客参与影响关系利益的心理机制的作用模型。为了获得相应的实证结果,该研究收集了参加过商业培训的400个学员样本,采用结构方程模型的方法进行了相关实证研究。研究结果表明:消费情感和心理契约对顾客参与提升关系利益中的信任利益和社会利益均有显著的作用,而感知控制仅对顾客参与提升信任利益有显著的作用;消费情感、感知控制和心理契约在顾客参与提升关系利益的影响路径中起部分中介作用。
In order to investigate the influence of customer psychology perception on the relationship interests in the participation activities, this paper introduces a set of psychological perception variables such as consumer sentiment, perceived control and psychological contract based on cognitive theory, and constructs the role model of customer participation in psychological mechanism that affects the relationship interests. In order to obtain the corresponding empirical results, the study collected a sample of 400 trainees who participated in commercial training and conducted empirical research using the method of structural equation modeling. The results show that consumer sentiment and psychological contract have a significant effect on customer participation in enhancing trust and social interests in relational interests, while perceived control has a significant effect on customers’ participation in enhancing trust. Consumer sentiment, perceived control and psychology The contract plays a part of the intermediary role in the path of customer involvement in enhancing the impact of relationship interests.