CAJ | 학술논문

本文采用结构方程构建了服务保证之基于消费者心理契约的中介模型，对C2 C环境下服务保证、消费者心理契约和行为意向间关系进行实证研究。结果表明：条件限制性和承诺适度性对消费者交易心理契约有显著的正向影响，条件限制性与利用便捷性对关系心理契约有显著的正向影响，承诺适度性对关系心理契约有显著的负向影响；条件限制性只能通过心理契约影响行为意向，承诺适度性只能通过交易心理契约影响交易型行为意向，但承诺适度性和利用便捷性不仅能通过关系心理契约间接影响关系型行为意向，而且能直接影响关系型行为意向。
본문채용결구방정구건료복무보증지기우소비자심리계약적중개모형，대C2 C배경하복무보증、소비자심리계약화행위의향간관계진행실증연구。결과표명：조건한제성화승낙괄도성대소비자교역심리계약유현저적정향영향，조건한제성여이용편첩성대관계심리계약유현저적정향영향，승낙괄도성대관계심리계약유현저적부향영향；조건한제성지능통과심리계약영향행위의향，승낙괄도성지능통과교역심리계약영향교역형행위의향，단승낙괄도성화이용편첩성불부능통과관계심리계약간접영향관계형행위의향，이차능직접영향관계형행위의향。
This paper makes an empirical study on the relations among service guarantee , customers′psychological con-tract and customers′behavior intention in the C2C environment by adopting the structural equation model to build a medi-ation model of service guarantee based on consumers′psychological contract .The result shows that the restrictive condi-tions and moderate commitments have a significance positive effect on customers ′psychological agreement in a trade .The convenient utilization and restrictive conditions favorably influence their relational inner contract , but the suitable promise makes the opposite situation .It′s also found that the restrictive conditions can influence their behavior intention only by psychological contract , and the proper commitments affect their behavior intention in a trade just by transactional psycho -logical contract , but the convenient utilization and moderate commitments influence customers ′relational behavior inten-tion, both indirectly and directly .