The concept of psychological safety was introduced to explore the effects of customers' psychological safety perception on their behaviors in internet service. It is found by structural equation model that the customer perception of psychological safety plays a mediate role between the perceived risks by customers and their consuming behaviors and the perceived risks would influence customer behaviors indirectly, and that the risks would affect customer behaviors directly only when they would be short of their psychological safety perception. The results are helpful to understand the mechanism of the effects of the perceived risks on the customer's consuming perception to develop the pertinence for internet service marketing and seek the measures of promoting internet service consumption.
李艺, 马钦海. 顾客心理安全感对网络服务消费行为作用的实证研究[J]. J4, 2007, 4(6): 796-.
LI Yi, MA Qin-Hai. Effect of Customers' Psychological Safety Perception on Their Behaviors in Internet Services. J4, 2007, 4(6): 796-.