顾客逆向行为强度的影响因素研究

营销科学学报 ›› 2011, Vol. 7 ›› Issue (2): 92-106.

顾客逆向行为强度的影响因素研究

邬金涛，江盛达

邬金涛，中山大学岭南学院副教授，E-mail：lnswjt@mail.sysu.edu.cn。
江盛达，强生（上海）医疗器材有限公司产品技术专员，E-mail：danny4105@126.com。

出版日期:2011-06-01 发布日期:2013-10-30
基金资助:
真诚感谢匿名评审专家为本文的改进和完善所提供的建设性意见。

Influential factors on the severity of Customer Dsyfunctional Behavior

Wu Jintao, Jiang Shengda

Wu Jintao, Lingnan (University) College, Sun Yat-Sen University;
Jiang Shengda, Johnson & Johnson Medical (Shanghai) Ltd.

Online:2011-06-01 Published:2013-10-30

摘要/Abstract

摘要：

本文应用“挫折--攻击”的基本框架，综合公平理论、服务环境理论及顾客情绪理论等，总结出影响顾客逆向行为强度的四个因素，通过实证研究发现:公平因素中，程序不公平对逆向行为强度的正向效应最强，负面情绪起部分中介作用；结果不公平和互动不公平的效应均不显著。环境因素中，空间布局不合意性的效应不显著，指示信息模糊性通过负面情绪起作用，顾客群不文明程度部分通过负面情绪起作用，周边条件恶劣性直接对逆向行为强度起作用。个性特征没有任何影响。

关键词: 顾客逆向行为, 挫折-攻击范式, 公平因素, 环境因素, 顾客情绪

Abstract:

Based on Furstration-Aggression model, justice theory, service environment theory and customer emotion theory, this paper addresses four types of factors which may influence the severity of customer dysfunctional behavior. Through the empirical study, the result shows that procedure unjustice influence the severity of customer dysfunctional behavior via the mediator effect of customer negative emotion, the most significant factors are indicated to be this factor, while distributive unjustice and interactional unjustice show no influence on it. Among environmental factors, confusing signs information and bad behavior of fellow customers influence the severity of customer dysfunctional behavior, fully and partially respectively, via the mediator effect of customer negative emotion. Bad ambient conditions directly influence the severity of customer dysfunctional behavior. Individual factoer do not affect customer dysfunctional behavior according to our results.

Key words: customer dysfunctional behavior, frustration-aggression model, justice theory, environment theory, customer emotion

邬金涛，江盛达. 顾客逆向行为强度的影响因素研究[J]. 营销科学学报, 2011, 7(2): 92-106.

Wu Jintao, Jiang Shengda. Influential factors on the severity of Customer Dsyfunctional Behavior[J]. Journal of Marketing Science, 2011, 7(2): 92-106.