社会化阅读是伴随着互联网特别是移动互联网而产生的一种具有虚拟社区特点的全新阅读模式。为了全面揭示和解释社会化阅读用户的情感和行为,本文将组织行为学中的心理契约理论延展到社会化阅读虚拟社区,通过构建研究模型,采用焦点小组访谈与问卷调查相结合的方法进行实证检验；探究了用户感知信息价值和感知社交价值对其心理契约违背的影响,以及用户在社群化阅读的情境下心理契约遭到违背后所引发的退出、建言、忠诚和忽略行为。研究表明:①感知社交价值和感知信息价值与用户的心理契约违背之间均有显著的负相关关系,但对交易型和关系型两种不同类型的心理契约影响有所差异；②社会化阅读用户的交易型心理契约违背与建言行为和忠诚行为均呈负向显著关系,但与忽略行为和退出行为并无显著关系；③关系型心理契约违背与建言行为和忠诚行为呈负向显著关系,与退出行为和忽略行为呈正向显著关系。图2。表6。参考文献 57。
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Social reading is a new model of reading with the characteristics of virtual community, which is accompanied by the Internet, especially the mobile Internet. In order to reveal and explain the emotions and behaviors of socialized readers more comprehensively, this paper extends the psychological contract theory in organizational behavior to the socialized reading virtual community. In view of the two major characteristics of reading and social interaction in social reading communities, this paper explores the impact of user perceived information value and perceived social value on the psychological contract violation, then analyzes the users four behaviors of the exit, voice, loyalty and neglect after their psychological contract is violated in the context of social reading. By constructing a research model and using a combination of focus group interviews and questionnaires, an empirical test is conducted. There are three main findings.
Firstly, social value and information value play an important role in the emotional maintenance of users in the social reading community, but both of them have different effects on the psychological contract violation between the two types of transactional and relational. Especifically, users perceived information value (β inform transactional=-0213, β inform relational=-0434) and perceived social value(β social transactional=-0535；β social relational=-0553) are negatively related to their psychological contract violation, but both of them have a greater impact on the relational psychological contract violations. Compared with the value of information, social value has a greater impact on the two types of psychological contract violations, but the mean value of social value (M social=3666) is lower than the mean value of information value (M information=3720). In addition, the mean value of transactional psychological contract violations (M transactional=262) is higher than the middle level based on the Likert five point scale measurement method, and is greater than the relational psychological contract violation (M relational=227).
Secondly, social reading users transactional psychological contract violation is negatively related to voice behavior （β transactional voice=-0381） and loyalty behavior（β transactional loyalty=-0374）, but it has no significant relationship with neglect behavior and exit behavior.
Finally, the relational psychological contract violation has a significant negative effect on the voice behavior and loyalty behavior, and has a significant positive effect on the exit and neglect behavior. This result is consistent with the conclusion that there is a negative correlation between the employee's psychological contract violation and the active working behaviors, and a significant positive correlation with the negative work behaviors in the real organization situation. It shows that whether in an entity organization or in a virtual community such as social reading, the violation of relational psychological contract always has an important impact on individual behaviors. In particular, the average of exit behavior (M exit=251) and the average of neglect behavior (M neglect=285) are both greater than the middle level, indicating that it is common for users to ignore messages, let APPs lie idle, or even directly abandon use in socialized reading communities. This research not only enriches the related theories of psychological contract and information behavior, but also has guiding significance for the sustainable development of various stakeholders in the social reading business ecosystem. 2 figs. 6 tabs. 57 refs.
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