Research On The Network Consumers' Repurchase-Intention Based On Psychological Contract

In the increasingly competitive online shopping market, promoting consumer topurchase repeatedly is the basic source of profits and the basic guarantee to enhancethe market competency of network-retailers. If a network-retailer wants to win theconsumer's repeat-purchase, it should be fully aware of the psychological process ofrepeat-purchase and the prerequisite psychological-variables, and analyzing themsynthetically. Then the network-retailer should develop rational and effectivemarketing-measures on this basis. Distinguish from previous studies, this paperintroduces psychological contract from organizational behavior to network marketingcontext, and constructs a model of repeat-purchase intention based on psychologicalcontract within the internet marketing context. This paper explores the formationmechanism of the psychological-contract which affects the repeat-purchase intentionthrough online-trust and perceived-risk. Overall, this paper expands the research onpsychological contract applied in the scenario of online marketing theoretically andprovides a new perspective on repeat purchase intention of the network, andintensifies the understanding about the formation mechanism of the repeat-purchaseintention practically.This paper reviews the literature about psychological-contract, online-trust,perceived-risk and repeat-purchase intention firstly and analyzes the relationshipbetween these variables systematically on the basis of literatures. In order to study themechanism of psychological-contract affecting consumer-perception and the role ofconsumer-perception affecting behavioral-intention, this paper conducts a survey withmarketing scholars and consumers purposefully. Then this paper constructs a modelabout the repeat-purchase intention of online consumers in a new perspective anddefines all the variables. At the same time, this paper designs a scientificquestionnaire and identifies the data analysis methods. Finally, this paper analyzes thedata obtained by using statistical analysis tools and then verifies the hypothesizes.Through researching empirically, the results show that customers' transactionalpsychological contract and relational psychological contract both have negative effecton perceived-risk; customers' transactional psychological contract and relationalpsychological contract both have positive effect on online-trust, and the influence ofcustomers' relational psychological contract on online-trust is more significant than the influence of customers' transactional psychological contract on online-trust;customers' transactional psychological contract not only impacts on repeat-purchaseintention directly, but also impacts on it indirectly by online-trust; customers'relational psychological contract cannot impact on repeat-purchase intention directly,but can only impact on it indirectly by online-trust; perceived-risk has straightforwardinfluence on online-trust, but it does not have straightforward influence onrepeat-purchase intention; online-trust has positive effect on repeat-purchase intention.This paper proposes some corresponding marketing strategies based on the results andpractical problems the network-retailer faced in the business process.