Abstract: The long-term development of the live streaming marketing, which is the latest way of network marketing, depends on the sustainable relationship between anchors and consumers. This study refines the concept of consumers' psychological contract and explores its structure in the context of the live streaming marketing through the grounded theory, and applies the exploratory factor analysis and the confirmatory factor analysis to test and modify the psychological contract scale. The results show that the psychological contract is composed of two dimensions including the “transaction regulation” and the “relationship maintenance”, and the reliability and validity of the final scale are good. Based on the theory of the customer relationship life cycle, this paper further studies the dynamic evolution of the psychological contract. The results of the variance analysis are as follows: Firstly, with the deepening of the relationship stage, the psychological contract of consumers is gradually strengthened; secondly, there is a significant difference in the psychological contract between the formation stage and the mature stage; in addition, no matter in which stage, the “relationship maintenance” is always stronger than the “transaction regulation”.

Key words: Live Streaming Marketing, Commercial Anchor, Psychological Contract, Scale Development, Customer Relationship Life Cycle

摘要： 直播营销作为最新的网络营销方式,其长远发展取决于主播和消费者之间的可持续关系。本研究通过扎根理论探究和提炼了直播营销情境下消费者对主播心理契约的概念、结构和内容,并综合运用探索性因子分析和验证性因子分析等方法对心理契约量表进行修订与校正,结果表明:消费者对主播的心理契约包括“交易规范”和“关系维系”两个维度,最终的量表具有良好的信度与效度。此外,本文基于客户关系生命周期理论,对心理契约的动态演化进行了研究,结果显示:随着消费者与主播的关系发展到不同阶段,消费者的心理契约逐步增强;心理契约在成长期和成熟期两个阶段存在显著差异;在所有阶段,“关系维系”均强于“交易规范”。

关键词: 直播营销, 带货主播, 心理契约, 量表开发, 客户关系生命周期