越多总是越好吗?顾客契合行为对顾客非理性行为的影响

摘要/Abstract

摘要： 互联网的发展推动了顾客契合行为的产生，顾客契合行为逐渐得到学术界的关注。顾客契合行为可分为正面契合行为与负面契合行为，现有的大量文献表明，顾客的正面契合行为会对企业产生积极影响，而探究顾客正面契合行为消极影响的研究却非常少见。本文基于道德许可理论，研究顾客正面契合行为与顾客非理性行为的关系，提出一个有调节的中介模型，探讨心理特权的中介作用和心理距离的调节作用。同时，运用实地调研法和实验法对研究模型进行实证检验。研究结果表明：（1）顾客的正面契合行为会引发顾客非理性行为。（2）顾客心理特权在顾客正面契合行为与顾客非理性行为之间起中介作用。（3）顾客心理距离对顾客心理特权的中介效应具有调节作用，即顾客感知心理距离越近，顾客心理特权的中介效应越强。

关键词: 顾客契合行为, 顾客非理性行为, 道德许可, 心理特权, 心理距离

Abstract: The development of the Internet has promoted customer engagement behaviors (CEBs), and the concept of CEBs has gradually attracted the attention of academia. CEBs can be divided into positively-valenced CEBs and negatively-valenced CEBs. A large number of existing literatures show that positively-valenced CEBs have positive effects on companies, but few studies focus on the negative effects of positively-valenced CEBs. Based on moral licensing, the authors study the relationship between positively-valanced CEBs and customer irrational behaviors, and propose a moderated mediation model to explore the mediating role of psychological entitlement and the moderating role of psychological distance. The authors use survey and experiments to test the model empirically. The results show that: (1) positively-valenced CEBs will trigger customer irrational behaviors; (2) customer psychological entitlement has a mediating effect on positively-valenced CEBs and customer’s irrational behavior. (3) customers’ perceived psychological distance has a moderating effect on the mediating effect of customers’ psychological entitlement, that is, the closer the customer’s perceived psychological distance, the stronger the mediating effect of customer’s psychological entitlement.

Key words: customer engagement behavior, customer irrational behavior, moral licensing, psychological entitlement, psychological distance

陈舒萍, 韩小芸, 方淑杰. 越多总是越好吗?顾客契合行为对顾客非理性行为的影响[J]. 管理评论, 2023, 35(3): 160-171.

Chen Shuping, Han Xiaoyun, Fang Shujie. Is More Always Better? The Effect of Customer Engagement Behavior on Customer Irrational Behavior[J]. Management Review, 2023, 35(3): 160-171.

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