%0 Journal Article
%T B2C情境下顾客心理契约结构及不同关系期的差异研究
%A 王小娟
%A 万映红
%A 程佳
%J 东北大学学报（社会科学版）
%D 2017
%R 10.15936/j.cnki.1008-3758.2017.03.005
%X 摘要 通过深度访谈开发了B2C背景下顾客心理契约的测量量表，采用探索性因子分析和验证性因子分析验证了B2C情境下顾客心理契约三维结构模型的合理性，并结合关系生命周期理论及顾客心理契约结构存在动态变化的特性，利用方差分析检验了不同关系期顾客心理契约结构的差异。研究结果表明:B2C情境下顾客心理契约由关系发展责任、交易规范责任及服务公平责任三个维度构成;不同关系期顾客对相关责任的关注度不同，探索期更重视交易规范责任，形成期更重视服务公平责任;不同责任的解释能力不同，关系发展责任的解释力最强。</br>Abstract：The scale of customer psychological contract under the B2C context was developed through an in-depth interview， and the rationality of the three-dimensional structure model proposed in the study was verified by using exploratory and confirmatory factor analysis. Moreover， the structural differences of customer psychological contract in the relationship lifecycle were explored by using single factor variance analysis. The results showed that customer psychological contract is comprised of three dimensions， i.e.， relationship development， transaction regulation and service fairness under the B2C context; customers’ focus on the relevant responsibilities at the varied stages of customer psychological contract is different—transaction regulation is paid great attention to at the exploration stage and service fairness is highlighted at the forming stage; and the explanatory power of the three dimensions is different， among which the explanatory power of relationship development is the strongest.
%K B2C
%K 顾客心理契约
%K 关系生命周期&lt
%K /br&gt
%K Key words： business to customer customer psychological contract relationship lifecycle
%U http://xuebao.neu.edu.cn/social/CN/abstract/abstract2128.shtml