Empirical test of customer psychological perception on relationship benefits with customer participation

This paper examines the influence of customer psychological perception on the enhancement of relationship benefits. Consumption emotions, perceived control, and psychological contract were introduced as important psychological variables to investigate the psychological influence of customer participation on relationship benefits based on cognitive theory. An empirical investigation was conducted using a structural equation model from the personal development industry to obtain empirical results. The results show that consumption emotions and psychological contract significantly influence confidence benefits and social benefits, while perceived control only has significant influence on confidence benefits. In addition, consumption emotions, perceived control and psychological contract play partly intermediary roles in customer participation and relationship benefits.