基于心理契約的網(wǎng)絡消費者重復購買意向研究.pdf

1、湖南大學碩士學位論文基于心理慧契約的網(wǎng)絡消費者重復購買意向研究姓名：李岳申請學位級別：碩士專業(yè)：工商管理指導教師：喻建良20101109碩士學位論文AbstractIntheincreasinglycompetitiveonlineshoppingmarket，promotingconsumertopurchaserepeatedlyisthebasicsourceofprofitsandthebasicguaranteetoenhan

2、cethemarketcompetencyofnetworkretailersIfanetworkretailerwantstowintheconsumer’Srepeat—purchase，itshouldbefullyawareofthepsychologicalprocessofrepeat—purchaseandtheprerequisitepsychological—variables，andanalyzingthemsynt

3、heticallyThenthenetwork—retailershoulddeveloprationalandeffectivemarketing—measuresonthisbasisDistinguishfrompreviousstudies，thispaperintroducespsychologicalcontractfromorganizationalbehaviortonetworkmarketingcontext，and

4、constructsamodelofrepeatpurchaseintentionbasedonpsychologicalcontractwithintheinternetmarketingcontextThispaperexplorestheformationmechanismofthepsychologicalcontractwhichaffectstherepeatpurchaseintentionthroughonlinetru

5、standperceived—riskOverall，thispaperexpandstheresearchonpsychologicalcontractappliedinthescenarioofonlinemarketingtheoreticallyandprovidesanewperspectiveonrepeatpurchaseintentionofthenetwork，andintensifiestheunderstandin

6、gabouttheformationmechanismoftherepeat—purchaseintentionpracticallyThispaperreviewstheliteratureaboutpsychologicalcontract，onlinetrust，perceivedriskandrepeatpurchaseintentionfirstlyandanalyzestherelationshipbetweenthesev

7、ariablessystematicallyonthebasisofliteraturesInordertostudythemechanismofpsychologicalcontractaffectingconsumerperceptionandtheroleofconsumerperceptionaffectingbehavioralintention，thispaperconductsasurveywithmarketingsch

8、olarsandconsumerspurposefullyThenthispaperconstructsamodelabouttherepeat—purchaseintentionofonlineconsumersinanewperspectiveanddefinesallthevariablesAtthesametime，thispaperdesignsascientificquestionnaireandidentifiesthed

9、ataanalysismethodsFinallythispaperanalyzesthedataobtainedbyusingstatisticalanalysistoolsandthenverifiesthehypothesizesThroughresearchingempiricallytheresultsshowthatcustomers’transactionalpsychologicalcontractandrelation

10、alpsychologicalcontractbothhavenegativeeffectonperceived—risk；customers’transactionalpsychologicalcontractandrelationalpsychologicalcontractbothhavepositiveeffectononline—trust，andtheinfluenceofcustomers’relationalpsycho