Abstract: Consumers psychological contract is dynamically changing， prone to many factors in the process of service delivery. Based on the literature review， this paper analyzes the impact of consumer participation and perceived service quality upon consumers psychological contract. Using an empirical study of the haircut industry， the results show that consumer participation and perceived service quality affect consumers psychological contract， and the effect of consumer participation on consumers psychological contract is partly moderated by perceived service quality. Comparing the path coefficients， the effect of consumer participation on transactional consumers psychological contract is stronger than the effect of consumer participation on relational consumer psychological contract， and the effect of perceived service quality on relational consumers psychological contract is stronger than the effect of perceived service quality on transactional consumers psychological contract. The results could enrich the theory of influencing factors on consumers psychological contract.

Key words: psychological contract, consumer participation, perceived service quality