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  1. Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context.Huang-he Yu, Shu-Kuan Zhao & Mao-Chou Hsu - 2022 - Frontiers in Psychology 12.
    As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance, and subjective norm on service (...)
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  2. The Influence of Guanxi Between Boundary Spanners on Opportunistic Behaviors Based on the Theory of Reasoned Action Model.Shu-Kuan Zhao & Jia-Ming Cai - 2022 - Frontiers in Psychology 13.
    This study constructs a mechanism of the influence of Guanxi between boundary spanners on opportunistic behaviors in collaborative innovation projects based on the theory of reasoned action model. The study conducts a survey in the automobile industry in Changchun, Jilin Province, China, and analyzes the research data using the structural equation model. The findings show that Guanxi has a negative an significant influence on opportunistic behavior attitudes and subjective norms., Guanxi has the greater influence on subjective norms than attitudes. Then, (...)
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  3. The Influence of Corporate Boundary Personnel Guanxi and Organizational Loyalty on Opportunistic Intentions – Based on Theory of Reasoned Action Model.Shu-Kuan Zhao & Jia-Ming Cai - 2022 - Frontiers in Psychology 13.
    To understand the mechanism of boundary personnel opportunistic behaviors in collaborative R&D projects to reduce the risk of companies suffering from opportunism in collaboration. This study is conducted based on the context of collaborative R&D in the equipment manufacturing industry in Northeast China. This research mainly explored the mechanism of boundary personnel opportunistic intentions. Drawing on the theory of reasoned action, this study investigated the relationship between boundary personnel Guanxi, organizational loyalty, opportunistic attitudes, subjective norms, and intentions. In addition, this (...)
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