消费类型与事前补救类型对消费者宽恕的影响研究

作者	冷欢
姓名汉语拼音	Leng Huan
学号	2019000009014
培养单位	兰州财经大学
电话	18883718308
电子邮件	2311867445@qq.com
入学年份	2019-9
学位类别	学术硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理
学科方向	企业管理
学科代码	120202
授予学位	管理学硕士
第一导师姓名	王学军
第一导师姓名汉语拼音	Wang xue jun
第一导师单位	甘肃中医药大学
第一导师职称	教授
题名	消费类型与事前补救类型对消费者宽恕的影响研究
英文题名	Research on the Impact of Consumption Types and Prior Remedial Types on Consumer Forgiveness
关键词	消费类型事前补救类型消费者宽恕意愿关系范式情境实验法
外文关键词	Consumption type ; Ex ante remedy type ; Consumer willingness to forgive ; Relational paradigm ; Situational experimentation
摘要	服务失误在商家日常经营中不可避免，而服务补救是修补客商关系的必要手段。日趋多样的消费方式提高了商家的服务补救难度，增加了商家的服务补救成本，因此已有研究多以事前补救类型作为补充商家补救措施不足的存在，但鲜有研究将其置入具体的消费情景中分析其作用机理。然不同消费情形下消费者宽恕得到满足的条件未必趋同，混用事前补救措施也难以达到其本质意愿；且消费类型的不同会直接影响消费者的心理体验和情感线索，进而影响消费者对商家的宽恕态度，由此有必要将不同的事前补救措施置入具体的消费情境中以观测消费者对商家的宽恕程度，这对于商家解决消费者纠纷，提高事前补救措施的实施效果都大有裨益。首先，本文对国内外有关事前补救类型、消费类型、关系范式、消费者宽恕的文献进行回顾与梳理，以及分析动机理论、心理账户理论、社会交换理论等基础理论的作用机制。构建了消费类型和事前补救类型对于消费者宽恕意愿的关系模型，并探究其内部驱动机制；其次，本研究通过情境实验法设计二个实验并收集网络调查数据，分别验证 2（消费类型:体验消费 vs 实物消费）×2（事前补救类型：象征补救 vs 物质补救）对于消费者宽恕意愿的交互作用和关系范式在其中的中介作用；最后，使用 SPSS20.0 软件对本文研究假设进行主效应、简单效应检验。通过实证研究的结果，本文得出研究结论：消费类型与事前补救类型对于消费者宽恕意愿存在交互作用，在实物消费情境下，较于象征补救，物质补救更能对消费者宽恕产生积极影响，而在体验消费情境下，较于物质补救，象征补救对消费者宽恕起的作用更大。此外，关系范式在此过程中存在中介作用，在实物消费情境下物质补救对消费者产生交易关系，继而对消费者宽恕有显著性影响。而在体验消费情境下象征补救对消费者产生共有关系，继而对消费者宽恕有显著性影响。文末基于研究结论，对商家如何针对不同的消费类型设计不同的补救措施提供了可实操性的建议，以期帮助商家构建良好的客商关系。
英文摘要	Service mistakes are inevitable in the daily operations of merchants,and service recovery is a necessary means to repair the relationship between customers and merchants. The increasingly diverse consumption patterns increase the difficulty of service recovery for merchants and increase the cost of service recovery for merchants. Therefore, most of the existing researches use the type of ex ante remedy as a supplement to the existence of insufficient merchants’ remedial measures, but few studies put it into the specific consumption. Analyze its mechanism of action. However,the conditions for consumers to be forgiven under different consumption,situations may not be the same, and it is difficult to achieve their essential intentions by mixing prior remedial measures; and the difference in consumption types will directly affect consumers’ psychological experience and emotional cues, which in turn affects consumers’perceptions of merchants. Forgiveness attitude, it is necessary to put different ex-ante remedies into specific consumption situations to observe the degree of forgiveness of consumers to merchants, which is of great benefit for merchants to resolve consumer disputes and improve the implementation effect of ex-ante remedies. Firstly, this paper reviews and sorts out domestic and foreign literatures on types of ex ante remediation, consumption types, relational paradigms, and consumer forgiveness, and analyzes the mechanism of action of basic theories such as motivation theory, mental accounting theory, and social exchange theory. Constructed a relationship model between consumption type and ex ante remedy type on consumers'willingness to forgive, and explored its internal driving mechanism; secondly, this study designed two experiments and collected network survey data through the situational experiment method to verify 2(consumption type: experience consumption vs physical consumption) × 2(type of ex ante remedy: symbolic remedy vs material remedy) on the interaction of consumers’ willingness to forgive and the mediating role of the relational paradigm in it; Simple effect test. Through the results of empirical research, this paper draws the conclusion that consumption type and ex ante remedy type have an interactive effect on consumers' willingness to forgive. In the context of experiential consumption, symbolic remedy plays a greater role in consumer forgiveness than material remedy. In addition, the relational paradigm plays a mediating role in this process. In the context of physical consumption, material remediation has a transactional relationship with consumers, and then has a significant impact on consumer forgiveness. In the context of experiential consumption, symbolic remediation has a communal relationship with consumers, which in turn has a significant impact on consumer forgiveness. At the end of the article, based on the research conclusions, it provides practical suggestions on how merchants can design different remedial measures for different consumption types, in order to help merchants build a good customer-business relationship.
学位类型	硕士
答辩日期	2022-05-20
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	82
参考文献总数	99
馆藏号	0004248
保密级别	公开
中图分类号	F27/193
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/32256
专题	工商管理学院
推荐引用方式 GB/T 7714	冷欢. 消费类型与事前补救类型对消费者宽恕的影响研究[D]. 甘肃省兰州市. 兰州财经大学,2022.

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