基于TAM理论的顾客心理契约形成机理研究——B2C情景下的实证研究

doi:10.12005/orms.2019.0257

运筹与管理 ›› 2019, Vol. 28 ›› Issue (11): 116-124.DOI: 10.12005/orms.2019.0257

基于TAM理论的顾客心理契约形成机理研究——B2C情景下的实证研究

王小娟^1,2,3, 万映红^1,2, 程佳^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:2014-10-02 出版日期:2019-11-25
作者简介:王小娟(1981-),女,陕西武功人,博士研究生,副教授,硕士生导师。研究方向:客户关系管理,知识管理,服务创新等;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:
国家自然科学基金项目(70771086);国家社科基金项目(16CGL073)

Empirical Research on the Formation Mechanism of Customer’s Psychological Contract Based on TAM in B2C Situations

WANG Xiao-juan^1,2,3, WAN Ying-hong^1,2, CHENG Jia^1,2

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

Received:2014-10-02 Online:2019-11-25

摘要/Abstract

摘要： 基于TAM理论研究了B2C情景下顾客心理契约的形成机理。通过相关文献评述,提出了B2C情景下顾客心理契约形成机理模型及假设,通过实证分析验证模型及假设。结果表明:感知易用和感知风险对感知有用具有显著的影响作用;感知有用以及感知易用通过顾客价值观/态度对顾客心理契约具有显著的影响;同时,感知风险和感知易用对顾客心理契约具有显著的直接影响作用。研究结论对B2C情景下服务商保持和维护客户关系具有积极作用,为网络商家建立积极地调控干预机制,促进顾客心理契约正效应感知提供参考。

关键词: 技术接受模型, 顾客心理契约, 形成机理, 实证研究

Abstract: This paper researches the formation mechanism of customer psychological contract based on TAM under the B2C context. We propose the formation mechanism model and assumptions of customers psychological contract under B2C scenarios through related literature review, and test the model and hypotheses by empirical analysis. The results show thatperceived ease of use and perceived risk have a significant influence on perceived usefulness; perceived usefulness and perceived ease of use have a significant impact on the psychological contract by the customer values/attitudes; at the same time, perceived ease of use and perceived risk have a significant and directly affect the psychological contract. The conclusion has a positive effect on the service providers to maintain and preserve customer relationships under B2C scenarios, and it also provides reference for promoting the perceived positive of customer psychological contract by establishing the positive regulatory intervention mechanism of the network businesses.

Key words: technology acceptance model(TAM), customer psychological contract, formation mechanism, empirical research

中图分类号:

F713.50

王小娟, 万映红, 程佳. 基于TAM理论的顾客心理契约形成机理研究——B2C情景下的实证研究[J]. 运筹与管理, 2019, 28(11): 116-124.

WANG Xiao-juan, WAN Ying-hong, CHENG Jia. Empirical Research on the Formation Mechanism of Customer’s Psychological Contract Based on TAM in B2C Situations[J]. Operations Research and Management Science, 2019, 28(11): 116-124.

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基于TAM理论的顾客心理契约形成机理研究——B2C情景下的实证研究

Empirical Research on the Formation Mechanism of Customer’s Psychological Contract Based on TAM in B2C Situations

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