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论文编号：	1417
作者编号：	1120050717
上传时间：	2009/12/11 15:31:30
中文题目：	群体消费者服务抱怨中情绪感染与行为机制研究
英文题目：	Research on Emotional Contagion and Behaviour Mechanism under Group Customer Complaint Circumstance
指导老师：	范秀成
中文关键字：	群体服务失败，群体服务补救，去个体化倾向，群体情绪感染，情绪与行为互动机制
英文关键字：	Group customer Service Failure Group customer Service Recovery Deindividuation Tendency Group customer Emotion Contagion Emotion and Behaviour Interactive Mechanisim
中文摘要：	近年来，服务业的群体服务失败事件频发，消费者事发时大都非常团结且情绪激动，事件如不得到及时处理将会十分严重，出现这样的事件将会对服务企业产生极大的负面影响，也不利于社会的和谐与稳定，但从国内外对于服务失败和补救的研究成果来看，均是针对消费个体的研究，尚未有研究关注群体消费者在服务失败和补救中的心理与行为机制，这不能不说是一个巨大的研究缺憾。本文在广泛吸收和借鉴已有研究成果的基础上，围绕去个体化理论、群体情绪感染理论和情绪宣泄理论对群体服务失败和补救中的行为和心理反应过程进行了系统而科学的探讨。 正式研究之前，作者先后进行了两个前期研究，包括南航729事件和针对典型消费者的焦点访谈研究等。通过充分的案例分析和针对消费者的深入问询，我们得到了大量理论机制表象的线索和解释，借以进一步搞清了消费者的内在反应机制，为进一步构建假设和相关量表进行了准备。 最后，作者实施了两个正式实验研究。采用情景模拟法对学生样本进行数据采集，实验中充分考虑了对相关变量的控制，确保了实验结果的准确性和合理性。最终通过定量的数据检验，验证了先前提出的24个原假设并证实了概念模型的合理性。主要的研究结论如下： 其一，研究证实：服务失败后，处于消费群体中的个体会产生去个体化倾向，并最终影响其抱怨倾向。本文根据服务失败后特殊的消费情境以及消费群体的特征，设计了群体规模、群体熟悉度和负面情绪作为去个体化倾向的前置因素，结果证实以上三因素确实对去个体化倾向产生了显著影响，尤其是个体负面情绪作为群体互动中的主线，与去个体化倾向之间产生非常显著的关联。这种理论诠释在以往的研究中尚未见到，对解释去个体化的形成机制提供了新的思路。 其二，虽然个体间情绪感染已经被多位学者证实（Hatfield, Cacioppo and Rapson,1993; Doherty et al,1995; Laird et al,1994 etc），但群体情绪感染却较少被学者关注（Barsade，2002）。本文针对群体失败后个体之间强烈的情绪互动情境，特别关注了群体情绪感染对消费个体的影响。文中证实，群体规模、群体熟悉度和其他人的情绪展示是形成群体情绪感染的关键因素，并最终决定了个体的负面情绪。个体负面情绪不仅直接影响抱怨倾向，同时还对形成去个体化倾向起到重要作用。 其三，学者们大都关注去个体化形成的过程，还未见有学者深入研究去个体化消失的过程。本文结合群体补救情景，证实了服务企业的高象征补偿和说服带头人策略将有助于去个体化消失。同时，个体情绪宣泄也会正向影响去个体化的消失。消费者去个体化的消失将有助于补救后满意的提升和消费群体的解散。 其四，在群体服务补救中，消费者的情绪宣泄起到关键的作用。文中证实了服务企业的高象征补偿和说服带头人策略也会有助于消费者的情绪宣泄，宣泄后的消费者不仅有利于其去个体化消失，还会有效地降低负面情绪，并最终有利于获得较高的补救后满意和消费者的离开行为。 本研究成果无论是对服务企业还是对政府管理部门，均具有重要的实践意义。
英文摘要：	Group customer Service failure is occuring so often with grave consequences if these disputes are not settled promptly, while consumers usually work together in high spirits during that time, bring about negetive impacts on service enterprises, social harmoney and stablity. The current research achievements in service failure and recovery are usually based on the individual consumer, none has been found the psychological and behaviour mechnism of group consumers, it must be considered a big research gap. This study, according to the research of emotional contagion theory, deindividuation theory and group customer emotinal catharsis theory, attempts to explore and analyze psychological reaction process systematically of group customer service failure and recovery. In earlier period, two previous researches are conducted including “CASH729 Accident” and typical consumer focus group study successively prior to a formal study. Based on case ayalysis and thorough interview consumer, symptom that forms lots of theoritical mechniam clues and explantion is found to further clarify inner reaction mechansim, preparing to propose the hypothesis and design the relative scale. Finally,two formal test is carried out. Considering that relative variables are fully controlled, the study uses scenario simulation to gather data from student’s samples to testify the results. It verifies 24 orignial hypothesis and the conceptation model through final data verification. The main research results are as follows: 1.The study confirms that the individual will give rise to the tendency of deinviduation among group consumers, and the latter to the tendency of complaints effect after service fails. It puts forward group customer scale,group customer familarity and negative emotion to antecedent of deindividuation, results confirm that the above three factors do have significant effect on deindividuation, epecially, there is a close relationship between individual negative emotion and deindividuation, the former is the main line of group customer interaction. So the finding provides a new insight to explain formation mechanism of deindividuation which has been not found; 2.Many scholars（Hatfield,Cacioppo and Rapson,1993;Doherty et al,1995; Laird et al 1994 etc）identified individual emotional contagion, and a few focus group customer emotional contagion(Barsadem2002). The study particularly discusses its impact on individual consumer under the circumstance of interactive emtion after group customer service failure. The study demonstrates that group customer scale, group customer familiarity and others emotion display are main factors of group customer contagion formation, and determines individual negative emotion. It not influences complaint tendecy directly but plays an important role in deindividuation. 3.Scholars often concerned the deindividuation formation process, fewer studies its lost process. The study verifies that high symbolic recovery and leader persuasion of service enterprises help that deindividuation disappears under the circumstance of group customer recovery. Meanwhile, individual emotion catharsis affects posively lost deindividuation. Consumers lost deindividuation helps enhance satisfaction after recovery and disband group consumers. 4.Consumer emotional contagion plays a key role in group customer servie recovery. It demonstrates that symbolic recovery and leader persuasion of service enterprises are conductive to consumer emotional contagion, then to losing deindividuation and reducing negative emotion effecitvely, leading to higher satisfaction after recovery and leaving. Besides, this research achievements also can have implication for service enterprises and government agencies.
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