移动购物中顾客欣喜对顾客契合行为的影响：一个有链式中介的作用模型
The Effect of Customer Delight on Customer Engagement Behaviors in Mobile Shopping: A Chain Mediated Model
DOI: 10.12677/MM.2023.131004, PDF,    科研立项经费支持
作者: 张跃先：东北大学，工商管理学院，辽宁 沈阳;东北大学秦皇岛分校，管理学院，河北 秦皇岛；邵媛媛, 房施雨：东北大学，工商管理学院，辽宁 沈阳
关键词: 顾客欣喜；顾客契合行为；情感承诺；顾客心理契约；Customer Delight； Customer Engagement Behavior； Affect Commitment； Customer Psychology Contract
摘要: 移动购物场景是顾客与移动商家交互的第一线，也是移动商家吸引和保留顾客的重要手段。本研究围绕移动购物情境，构建一个顾客欣喜对顾客契合行为的影响机理模型。研究发现顾客欣喜显著正向影响顾客契合行为，顾客心理契约和情感承诺在顾客欣喜与顾客契合行为之间关系中的简单中介效应显著，且二者起到链式中介作用。本研究既拓展了顾客欣喜和顾客契合行为理论，又为移动商家提升顾客契合行为提供决策依据。
Abstract: Mobile shopping scenario is the first line of interaction between customers and mobile retailers, and it is also an important tool for mobile retailers to attract and retain customers. This study builds a model of investigating the effect of customer delight on customer engagement behaviour. This study finds that customer delight significantly affects customer engagement behaviour. The simple mediating role of customer psychological contract and affect commitment in the relationships between customer delight and customer engagement behaviour is significant. Additionally, their chain mediating role is significant. This study expands the theory of delight and engagement behaviours, which it also provides suggestions for mobile retailers on strengthening customer engagement behaviour.
文章引用：张跃先, 邵媛媛, 房施雨. 移动购物中顾客欣喜对顾客契合行为的影响：一个有链式中介的作用模型[J]. 现代管理, 2023, 13(1): 27-33. https://doi.org/10.12677/MM.2023.131004

参考文献

[1] Bijmolt, T.H.A., Leeflang, P.S.H. and Block, F. (2010) Analytics for Customer Engagement. Journal of Service Research, 13, 341-356. [Google Scholar] [CrossRef] 
[2] Harmeling, C.M., Moffett, J.W. and Arnold, J. (2017) Toward a Theory of Customer Engagement Marketing. Journal of the Academy of Marketing Science, 45, 312-335. [Google Scholar] [CrossRef] 
[3] Doorn, J.V. (2011) Comment: Customer Engagement: Essence Dimensionality and Boundaries. Journal of Service Research, 14, 280-282. [Google Scholar] [CrossRef] 
[4] Bozkurt, S., Gligor, D.M. and Babin, B.J. (2020) The Role of Perceived Firm Social Media Interactivity in Facilitating Customer Engagement Behaviors. European Journal of Market-ing, 7, 1-28. [Google Scholar] [CrossRef] 
[5] Santini, F.D.O., Ladeira, W.J. and Pinto, D.C. (2020) Cus-tomer Engagement in Social Media: A Framework and Meta-Analysis. Journal of the Academy of Marketing Science, 48, 1211-1228. [Google Scholar] [CrossRef] 
[6] 王秀村, 牛席席. 基于组织支持理论的顾客契合行为驱动因素研究[J]. 南京理工大学学报(社会科学版), 2016, 4(2): 68-72.
[7] Oliver, R.L., Rust, R.T. and Varki, S. (1997) Customer Delight: Foundations, Findings, and Managerial Insight. Journal of Retailing, 73, 311-336. [Google Scholar] [CrossRef] 
[8] 于贞朋, 曾慧, 郝辽钢. 参与氛围对顾客在线参与意愿影响的实证研究——基于社会交换理论视[J]. 管理工程学报, 2022, 36(5): 49-61.
[9] 孙乃娟, 郭国庆. 顾客承诺、自我提升与顾客公民行为: 社会交换理论视角下的驱动机制与调节作用[J]. 管理评论, 2016, 28(12): 187-197.
[10] Morrison, E.W. and Robinson, S.L. (1997) When Employees Feel Betrayed: A Model of How Psycho-logical Contract Violation Develops. Academy of Management Review, 22, 226-256. [Google Scholar] [CrossRef] 
[11] 田阳, 王海忠, 柳武妹. 品牌承诺能抵御负面信息吗? —自我调节导向的调节作用[J]. 心理学报, 2014, 46(6): 864-875.
[12] Anaza, N.A. and Zhao, J. (2013) Encounter-Based Antecedents of E-Customer Citizenship Behaviours. Journal of Services Marketing, 27, 130-140. [Google Scholar] [CrossRef] 
[13] Dukerich, J.M., Golden, B.R. and Shortell, S.M. (2002) Beauty in the Eye of the Beholder: The Impact of Organizational Identification, Identity and Image on the Cooperative Behaviors of Physicians. Administrative Science Quarterly, 47, 507-533. [Google Scholar] [CrossRef] 
[14] Epstein, S., Pacini, R., Denes-Ray, V. and Heier, H. (1996) Individual Differences in Intuitive-Experiential and Analytical-Rational Thinking Styles. Journal of Personality & Social Psychology, 71, 390-405. [Google Scholar] [CrossRef] 
[15] Finn, A. (2005) Reassessing the Foundations of Customer De-light. Journal of Service Research, 8, 103-116. [Google Scholar] [CrossRef] 
[16] Allen, N.J. and Meyer, J.P. (1990) The Measurement and Ante-cedents of Affective Continuance and Normative Commitment to the Organization. Journal of Occupational and Organ-izational Psychological, 63, 1-18. [Google Scholar] [CrossRef] 
[17] 罗海成. 顾客忠诚的心理契约机制研究[J]. 管理评论, 2006, 18(1): 57-62.

为你推荐