CAJ | 학술논문

针对中国文化背景下人际关系对消费者价格忍耐力的影响，文中构建了中国式关系对消费者价格忍耐力的影响，以及对客户忠诚与客户价格忍耐力之间关系的调节作用的理论模型，运用结构方程模型与层次回归分析法对数据进行了分析。研究结果表明，客户忠诚和中国式关系对价格忍耐力有负向的直接影响，人情对客户忠诚与价格忍耐力之间的关系有正向的调节作用。
침대중국문화배경하인제관계대소비자개격인내력적영향，문중구건료중국식관계대소비자개격인내력적영향，이급대객호충성여객호개격인내력지간관계적조절작용적이론모형，운용결구방정모형여층차회귀분석법대수거진행료분석。연구결과표명，객호충성화중국식관계대개격인내력유부향적직접영향，인정대객호충성여개격인내력지간적관계유정향적조절작용。
A theoretical model of the relationship between Chinese “guanxi” and customer price tolerance ,and of the moderating effect of “guanxi” on relationship between customer loyalty and customer price tolerance was built .And then the model was tested with the structural equation model and by the method of hierarchical regression analysis .The empirical results show that customer loyalty and“guanxi” have significant negative influence on customer price tolerance ,and that “renqing” has a positive moderating effect on the relationship between customer loyalty and customer price tolerance .