中文摘要：

人的生理需求和心理需求形成广义虚拟经济物质和信息的二元价值容介态。研究立足于信息态的顾客心理需求，以服务行业为背景，分析了顾客的社会群聚需求、多样性需求、关系倾向对顾客态度及行为的影响，即心理需求通过信任、满意对顾客忠诚的影响作用。研究结果表明：社会群聚需求对服务关系中的顾客信任有积极影响，通过信任-满意-忠诚关系链对顾客忠诚产生间接作用；关系倾向通过对信任、满意的中介作用，间接正向影响顾客忠诚。多样性需求在服务关系对忠诚的作用不显著。

英文摘要：

Physiological and psychological needs constitute substantial and informational dual value Rong-jie state of generalized virtual economy. This study analyzes the effects of customers’ psychological needs and traits on customer loyalty via customer trust and satisfaction in service context. We choose need for social＆amp;nbsp;affiliation, customer relationship proneness and need for variety to examine their influence on customers’ attitude and behavior towards service companies. Empirical results show that：need for social afifliation is a strong determinant of consumer trust and indirectly inlfuences customer loyalty by trust-satisfaction-loyalty link;relationship proneness indirectly relates to customer loyalty via trust and satisfaction. The inlfuence of need for variety in service relationship is proved insigniifcant.