• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권5호
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• pp.2061-2083
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• 2020

Social commerce, integration of social media and e-commerce, provides potential opportunities for consumers to talk about their ideas and exchange product-related information on online shopping platforms. Given the substantial prospects related to business opportunities and consumers' perceptions, this study explores the factors driving fulfillment of the psychological contract in social commerce platforms. This research proposes, examines, and proves a theoretical model for the post-purchase behavior of the consumers, through an empirical investigation of online questionnaire-based data, gathered from 367 consumers in a cross-sectional setting. Results show that the fulfillment of psychological contract, consumer loyalty, and affective commitment fully mediate the impact of consumer trust on platform and repurchase intention. The level of commitment toward the consumer by the platform is strongly related to the degree of consumer trust, which is reciprocated through re-purchase intentions. This study offers essential theoretical implications with regards to the social exchange theory, attribution theory, and an moderating effect of the platform empathy on consumers' trust-psychological contract fulfillment relationship. Likewise, this research has significant implications for practitioners and managers.

• 이베로아메리카
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• 제23권2호
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• pp.135-178
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• 2021

A teacher's talk does not make a simple delivery of information. It reflects the role of the teacher, since the language used by a teacher intervenes in a crucial way in the complex mechanisms that underlie teaching and learning of foreign languages. In this sense, the ways in which teachers give feedback have an impact on the process, not only of learning, but also of teaching. The important role of emotional factors in learning has resonated strongly in the intuition of many second and foreign language teachers. As a result, over the past three decades, research on foreign language acquisition has confirmed the hypothesis that language learning is enhanced by rapport between teacher and student. This study analyses the positive feedback given by native Spanish teachers in the context of university classes in Korea. The positive words from a language teacher are related to forming emotional factors such as motivation, attitude, interest, self-confidence, self-esteem, anxiety, and empathy, which directly influence in the acquisition of Spanish. 35 hours of oral practical classes taught by three native teachers of Colombian, Spanish and Mexican nationality were examined. According to the result, almost all the correct answers from students were corresponded with some type of positive feedback. The most frequent strategies are making a compliment, an approval, a repetition, and laughter or non-verbal cues. It is interesting to observe that teachers don't use only a single strategy to provide positive feedback, but instead combine multiple ways to enrich the positiveness of the feedback.

• 마케팅과학연구
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• 제20권3호
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• pp.269-277
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• 2010

现有文献表明, 影响服务业顾客忠诚的最重要因素是服务质量. 然而, 在服务质量是直接还是间接影响顾客忠诚方面, 学者们的观点有着明显的分歧. 目前, 中国国内专门针对移动通信行业服务质量与顾客忠诚之间关系的文章较少. 此外, 以往相关文献多是将顾客忠诚作为一个整体变量进行研究, 没有进一步将其细分为多个维度. 基于此, 本文拟通过实证研究来探析移动通信业服务质量各维度与顾客忠诚各维度之间的直接和间接影响机理, 其中选择顾客满意作为二者关系的中介变量, 希望研究结论能给国内移动通信企业的服务管理提供有效的理论指导. 为了使搜集到的数据有效, 本次调研范围仅限于黑龙江哈尔滨市, 调查对象为移动通信公司的用户. 本次调研采取随机抽样的方式, 共发放问卷350份, 收回问卷325份, 回收率为 92.9%. 剔除无效问卷, 有效问卷为289份, 即有效回收率为82.6%. 本文借鉴国内外现有文献所使用的量表, 这些量表已经在实证研究中得到验证. 本文提出六个假设, 总体而言, 只有四个假设没有得到支持. 为了验证服务质量构成要素量表的合理性, 本文对289份有效样本进行探索性因子分析. 同样, 对顾客忠诚的维度进行检验. 本研究采用Cronbach's ${\alpha}$系数来评价量表的信度. 本研究从内容效度, 结构效度和聚合效度三方面对问卷进行效度检验. 本研究对数据和模型的拟合优度进行检验, 以提高假设检验的准确程度. 通过文献资料的收集, 整理及数据处理, 本文提出了服务质量五维度模型以及服务质量与顾客忠诚度之间相互关系模型, 通过实证分析验证了有形性, 可靠性, 反应性, 保证性和关怀性是服务质量的五个构成要素, 验证了PZB对于服务质量的SERVQUAL的测量方法, 研究了移动通信服务质量各维度对顾客忠诚各维度的直接影响机理, 以及服务质量各维度如何通过顾客满意这一中介变量对顾客忠诚各维度的间接影响机理, 建立了相应的关系模型,并运用结构方程分析方法,对模型进行实证检验, 得出如下研究结论: 第一, 移动通信服务质量由有形性, 可靠性, 响应性, 保证性和移情性五个要素构成, 顾客忠诚由态度忠诚和行为忠诚两个维度构成. 在PZB设计的SERVQUAL量表基础上, 本文针对移动通信行业设计了服务质量测量量表, 通过探索性因子分析得出五个因子. 这五个因子与五构成要素基本一致, 说明服务质量五要素概念适用于移动通信行业. 同样, 对顾客忠诚量表进行因子分析, 得出两个因子, 与本文中的态度忠诚和行为忠诚相一致. 第二, 移动通信服务质量对顾客忠诚存在直接和间接的正向影响作用. 其中, 服务质量对态度忠诚有直接和间接的正向作用, 间接作用是通过顾客满意这一中介变量影响的; 服务质量对行为忠诚有直接和间接的正向作用, 间接作用是通过顾客满意和态度忠诚这两个中介变量影响的. 这说明移动通信服务质量越好, 顾客的满意度越高, 其对服务提供商的态度就越积极, 在行为上就越容易表现出对服务提供商的忠诚. 而且, 服务质量各维度对顾客忠诚各维度的影响机理是不同的, 比如: 有形性对顾客满意有直接的正向作用, 但对顾客忠诚却没有显著的直接作用; 保证性对顾客满意没有显著的直接作用, 但对顾客忠诚有直接和间接的正向作用. 第三, 顾客满意在移动通信服务质量与态度忠诚, 行为忠诚之间的具有显著的中介作用, 这说明服务质量的提高可以增加顾客的满意度, 而满意的顾客更容易成为忠诚的顾客; 而态度忠诚在移动通信服务质量与行为忠诚之间的具有显著的中介作用, 这说明顾客行为上表现出忠诚可能是虚假忠诚, 只有态度和行为都忠诚的顾客才是真正的忠诚顾客. 本文的研究结论对中国及其它国家的电信运营商如何提升服务质量有一定的借鉴意义. 本文存在两方面的局限性: 首先, 本研究仅在黑龙江哈尔滨地区进行问卷调研, 针对移动公司用户, 统计数据会存在一定的抽样误差, 影响最终的统计分析结果. 第二, 本研究主要探讨了服务质量对顾客忠诚的影响关系, 并引入了顾客满意作为中介变量, 但没有考虑其他可能影响顾客忠诚的因素, 例如顾客价值, 消费者特征等.

• 한국심리학회지 : 문화 및 사회문제
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• 제9권1호
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• pp.43-66
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• 2003

본 연구는 지하철 내 자리양보행동에 영향을 미치는 요인들을 탐색해보고, 이들 요인 중 '양보에 수반되는 당사자의 신체·심리적 부담감'과 '책임분산'이 자리양보경향성 판단에 미치는 영향 및 그에 대한 성차를 알아보기 위한 것이다. 연구 1에서는 양보행동을 유발시키는 요인과 억제시키는 요인을 탐색하였는데, '나보다 약한 노약자에게(노약자에 대한 안쓰러운 마음 요인) 자리를 양보하는 행동은 당연한 것이며(노약자 존대의식 요인) 따라서 양보행동을 하지 않을 경우에는 마음이 편하지 않고, 부끄럽게 느껴진다(양보하지 않을 때 생기는 부정적 감정 경감 요인)'라는 것이 가장 중요한 유발요인으로 나타났다. 억제요인으로는 '양보에 수반되는 당사자의 신체·심리적 부담감' 요인, '양보거래 상황에서 발생하는 심리적 거부감' 요인, 주변에 양보할만한 다른 사람이 있는 경우와 같은 '책임분산' 요인 그리고 '양보상황해석의 애매성' 요인이 중요한 것으로 나타났다. 연구 2에서는 연구 1에서 추출된 유발요인과 억제요인 중 양보행동에 가장 중요하게 영향을 미친다고 판단되는 요인들 즉, '양보에 수반되는 당사자의 신체·심리적 부담감(개인적 부담감)' 요인과 '책임분산(책임감)' 요인이 양보행동에 미치는 영향을 살펴보았다. 그 결과, 개인적 부담감 정도가 낮고, 책임감을 높게 지각하는 상황일수록 자리양보경향성을 높게 평가하였으며, 개인적 부담감 정도가 높고, 책임감을 낮게 지각하는 상황에서는 자리를 양보하려는 경향이 낮은 것으로 평가하였다. 또한, 자리양보경향성을 판단하는데 있어, 여성이 남성에 비해 개인적 부담감 정도에 더 민감하게 반응하는 것으로 나타났다.