心理契约违背、顾客满意与消费者非伦理行为——伦理意识的调节作用

消费市场竞争日益激烈，企业不能履行承诺的责任与义务时，则会形成心理契约违背，导致顾客产生不满意情绪，甚至出现非伦理行为。本文通过对328个样本数据的实证研究表明，交易型、关系型心理契约违背对消费者非伦理行为在部分维度上存在显著的正向影响；顾客满意在关系型心理契约违背与消费者非伦理行为之间的关系中起中介作用；相对主义伦理意识在关系型心理契约违背与无伤害行为之间具有显著的正向调节作用。为引导消费者进行伦理消费，企业应履行自身承诺维护顾客心理契约，提供个性化服务提升顾客满意度。

Psychological Contract Violation,Customer Satisfaction and Consumer Non-ethical Behavior---The Moderate Effect of Ethic Ideology

〔Abstract〕 As the competition of consumption market becomes fierce increasingly , enterprises fail to carry out the commitment of re-sponsibility and duty , and psychological contract will be violated which will give rise to customer dissatisfaction or even non-ethical behav-iors . Through questionnaire survey of 328 valid respondents , it is confirmed that transactional psychological contract and relational psycho-logical contract have positive impact on partial dimensions of consumer non-ethical behaviors . Customer satisfaction plays a mediating role between relational psychological contract violation and consumer non-ethical behavior . And relativism ethics ideology plays a moderating role between relational psychological contract and no harm activities . Enterprises could fulfill their commitments and maintain customer psy-chological contract to guide the ethical consumption , and provide personalized services to improve customer satisfaction .