| 心理契约违背对品牌转换行为的影响研究——品牌信任的中介作用 |
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| 作者姓名： | 黄菲雨 |
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| 作者单位： | 南京师范大学 |
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| 摘 要： | 基于社会交换理论,利用SPSS22.O进行实证研究,探究了心理契约违背对品牌转换行为的影响机制。研究结果表明,交易(关系)心理契约违背显著正向影响品牌转换行为;品牌信任部分中介了交易(关系)心理契约违背与品牌转换行为之间的关系。
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| 关 键 词： | 心理契约违背 品牌信任 品牌转换行为 |
Impact of Psychological Contract Violation on Brand Switching Behavior:The Mediating Role of Brand Trust |
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| Authors: | Huang Feiyu |
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| Institution: | (Nanjing Normal University,Nanjing Jiangsu 210023,China) |
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| Abstract: | Based on the social exchange theory,SPSS22.0 is used for exploring the influence mechanism of psychological contract violation on brand switching behavior.The results show that transactional and relational psychological contract violation has a significant impact on brand switching behavior.Moreover,brand trust plays a mediating role in this influence mechanism.This study provides some reference and inspiration for reducing consumer brand switching behavior. |
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| Keywords: | psychological contract violation brand trust brand switching behavior |
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