中文摘要：

基于映像理论，从顾客视角分析关系建立期顾客内心对商家“责任”认知的阶段特性、认知映像依据、认知抉择准则等。在此基础上，提出了顾客对于商家“责任”认知过程的模型及假设；以民航服务为背景进行实证验证，发现顾客心理对于商家“责任”存在非补偿和补偿2类要素。最后，讨论了研究结果及管理启示，为商家适时有效地传递承诺及实施营销提出建议。

英文摘要：

With image theory, from the individual perspective, the paper analyzes customers＇ cog nitive process on business responsibility and cognitive changes in image characteristics during the rela tionship building period. Then business responsibility forming model is built and assumptions are pro posed. Taking airline service as the experimental background, the study proves the assumptions and then discovers two sets of elements impacting on customer＇s cognition of business responsibility. The results are discussed and managerial implications helped businesses to make commitment timely and develop relevant marketing strategies effectively.