基于计划行为理论的顾客与服务商购买意向达成的实证研究

doi:10.12005/orms.2015.0207

运筹与管理 ›› 2015, Vol. 24 ›› Issue (6): 152-159.DOI: 10.12005/orms.2015.0207

基于计划行为理论的顾客与服务商购买意向达成的实证研究

王小娟^1,2,3, 万映红^1,2, 胡万平^1,2

1.西安交通大学管理学院,陕西西安 710049;
2.西安交通大学管理教学实验中心国家级实验教学示范中心,陕西西安 710049;
3.西藏民族大学财经学院,陕西咸阳 712082

收稿日期:2013-12-08 出版日期:2015-12-25
作者简介:王小娟(1981-),女,陕西武功人,博士研究生,讲师;研究方向:信息系统与电子商务,客户关系管理等;万映红(1962-),女,湖南浏阳人,博士,副教授,博导,研究方向:客户关系管理,管理决策理论等。
基金资助:
国家自然科学基金资助项目( 70771086)

Empirical Study on the Purchase Intention Achievement Between Customer and Service Provider Based on Planned Behavior Theory

WANG Xiao-juan^1,2,3, WAN Ying-hong^1,2, HU Wan-ping^1,2

1.School of Management, Xi’an Jiaotong University, Xi’an 710049, China;
2.Experiment Center for Management Teaching &Learning, Xi’an Jiaotong University(Demo-Center at State Level for Experiment Teaching), Xi’an 710049, China;
3.School of Finance and Economics, Xizang Minzu University, Xianyang 712082, China

Received:2013-12-08 Online:2015-12-25

摘要/Abstract

摘要： 基于计划行为理论研究顾客与服务商之间购买意向达成的影响因素及关系。通过分析顾客的”心理反映”以及商家“责任或义务”的承诺对购买意向达成的影响,提出了顾客与商家购买意向达成的模型及假设;采取情景实验及过程跟踪方法,以服务关系为背景验证模型及假设。研究结果表明:顾客的行为控制认知、价值观/态度、主观规范、知识及经验、商家承诺及传递对顾客的购买意向及达成均呈现不同程度的影响。结论为服务商有侧重地采取措施与顾客达成购买意向及行为具有一定参考作用,并为服务商与顾客之间建立长期稳定的关系奠定基础。

关键词: 购买意向, 购买行为, 计划行为理论, 顾客与服务商

Abstract: The research on the relationships and influences of the purchase intention achievement between customers and service providers based on the theory of planned behavior. Through analysis the influence of psychological reaction of customers as well as “responsibility or obligation” commitment of merchantsto purchase intention, proposed the model and assumes on the purchase intention achievement between customer and merchants.Taken the method of situational experiment and the way of process tracking to verify the model and hypotheses, which was inthe background of serve relationship.The results show thatcustomer perceived behavior control, customer values / attitudes, subjective norms, knowledge and experience, merchant commitments and transfer showed different effects on the customer purchase intention.The conclusion have certain reference for service providers to reach purchase intentions and behavior with customer,and lay the foundation for the service provider and customer to establish long-term stable relationships.

Key words: prchase intention, prchase behavior, theory of planned behavior, customer and service provider

中图分类号:

F713.50

王小娟, 万映红, 胡万平. 基于计划行为理论的顾客与服务商购买意向达成的实证研究[J]. 运筹与管理, 2015, 24(6): 152-159.

WANG Xiao-juan, WAN Ying-hong, HU Wan-ping. Empirical Study on the Purchase Intention Achievement Between Customer and Service Provider Based on Planned Behavior Theory[J]. Operations Research and Management Science, 2015, 24(6): 152-159.

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基于计划行为理论的顾客与服务商购买意向达成的实证研究

Empirical Study on the Purchase Intention Achievement Between Customer and Service Provider Based on Planned Behavior Theory

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