基于心理契约的网络消费者重复购买意向实证研究

网络营销情景下，消费者在进行购买决策时对心理和情感层面的感知依存度很高，通过对消费者交易心理契约、关系心理契约与感知风险、网络信息以及重复购买行为之间的关系假设，并对这些变量进行分别测量的关系验证后发现，关系心理契约主要通过影响消费者的网络信任来影响重复购买意向，而交易心理契约尽管同样主要是通过网络信任来影响重复购买行为意向，但其对网络信任的影响度要低于关系心理契约。从这一点来看，加强关系营销是提高网络营销效果的重要途径。

Online Customer Psychological Contract Effect on Repeat Purchase Intension

Online buyers'' purchase decision depend highly on their psychological and emotional perceive. By combing and reviewing theory about psychological contract, online trust, perceived risk and repeat purchase intention synthetically, the paper studies the relationships among repeat purchase intention of online consumers and the characteristics of online trust and perceived risk based on a series of hypothesis. The results show that psychological contract will mainly cause changes of consumers'' online trust and then influence their repeat purchase intention. The fact that psychological relationship contract has more effect on the online trust than psychological transact contract implies that relationship management take a more important position in internet marketing.