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

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。

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

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.