基于品牌心理契约违背的消费者行为研究：消费者情绪为中介变量
Research on the Impact of Brand Psychological Contract Violation on Consumer Behavior: Consumer Emotion as the Mediating Variable
DOI: 10.12677/AP.2023.131024, PDF,    国家科技经费支持
作者: 伍丽娟：广州商学院数字经济产业学院，广东 广州；阳 林*：广东外语外贸大学商学院，广东 广州
关键词: 品牌心理契约违背；消费者情绪；消费者行为；Brand Psychological Contract Violation； Consumer Emotion； Consumer Behavior
摘要: 本文从品牌心理契约违背角度出发，将愤怒情绪(回顾型)和无助情绪(展望型)纳入研究框架，探讨不同类型的负面情绪对消费者退出/沉默行为的差异影响。通过文献分析和问卷调查得出研究结论：1) 品牌心理契约违背正向影响消费者退出行为和消费者沉默行为。2) 品牌心理契约违背通过消费者愤怒情绪使消费者退出行为增加，沉默行为减少；品牌心理契约违背通过消费者无助情绪使消费者退出和沉默行为增加。以上结论检验了不同类型的负面情绪对消费者退出/沉默行为产生的影响不同，希望能为品牌关系管理提供一些理论参考。
Abstract: From the perspective of brand psychological contract violation, this paper incorporates anger (retrospective) and helplessness (forward) into the research framework, and explores the differential effects of different types of negative emotions on consumer exit/silence behavior. Through literature analysis and questionnaire surveys, the research conclusions are drawn: 1) Brand psychological contract violations positively affect consumer exit behavior and consumer silence behavior. 2) Brand psychological contract violation increases consumer exit behavior and decreases silence behavior through consumer anger; brand psychological contract violations increase consumer exit and silence behavior through consumer helplessness. The above conclusions examine the different effects of different types of negative emotions on consumer exit/silence behavior, and hope to provide some theoretical reference for brand relationship management.
文章引用：伍丽娟, 阳林 (2023). 基于品牌心理契约违背的消费者行为研究：消费者情绪为中介变量. 心理学进展, 13(1), 188-202. https://doi.org/10.12677/AP.2023.131024

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