| With the rapid development of e-commerce,the consumption of online shopping has also been widely accepted by consumers,and the scale of online shopping has reached an unprecedented height.Compared with the traditional shopping method,the online shopping method brings convenience to consumers when purchasing goods;and brings benefits to consumers by reducing the circulation cost.However,the way of online shopping increases the physical and psychological distance between consumers and marketers.At the same time,e-commerce companies compete fiercely to produce a variety of promotional activities to attract consumer attention.It is precisely because of the endless stream of promotional means that greatly stimulates the consumer's impulse to buy,so that consumers spend a lot of money to buy a lot of goods in a period of time,which may exceed the normal needs of consumers and cause waste.Or the people spend a lot of money to influence the balance of income in normal life,which leads to guilty feelings.This also is the well-known "shopaholic".When there is a feeling of guilt,consumers stop his own "shopaholic " behavior,or indulge his own"shopaholic ".What is the relationship between guilty emotions and purchasing behaviors?What kind of mechanism affects the willingness to purchase again?This is a problem worth studying.This paper uses the method of empirical research to explain the relationship between guilty emotions and repurchase intentions by consumers'self-comfort,and introduces the psychological contract according to the characteristics of the psychological distance between consumers and marketers in the online shopping environment,which expanding the scope of research.According to the environment of online shopping,this paper sorts out the related literature about consumer guilt,repurchase intention,and psychological contract literature.And it discusses the relationship between them.On this basis,this paper constructs a theoretical model of consumer guilty to consumer repurchase intention,and proposes relevant research hypotheses based on the model.At the same time,the domestic and international maturity scales on consumer guilt,psychological contract,consumer self-comfort and repurchase intention are adopted.The younger consumers such as school students are the main investigators.350 questionnaires were officially issued,of which 254 were valid.After using SPSS22.0 and AMOS21.0 to analyze the reliability and validity of the first-hand data,and the hypothesis test,the following conclusions can be drawn:the consumer guilt can negatively influence the consumer's willingness to purchase again;the consumer guilt can positively It affects consumers' self-comfort;consumer self-comfort plays a mediating role between consumers and consumers' willingness to purchase again;psychological contract plays a regulatory role between consumer guilt and consumer self-comfort.According to the research conclusions obtained,this paper will help e-commerce enterprises to solve the consumer guilty emotional mechanism and enhance consumers' repurchase intention.Finally,this paper puts forward three suggestions for e-commerce enterprises in the management and operation process:(1)Grasp the moderate degree of consumer guilt.Marketers should pay attention to and grasp the guilty feelings of consumers,so as to reduce or eliminate the negative impact of guilty feelings.on consumers' repurchase intention.(2)Pay attention to the perception of psychological contractual relationship.Cultivate the positive psychological perception of consumers in the online shopping process and in the post-purchase service,so as to deeply guide the psychological "obstacles" that consumers may encounter when purchasing again,and finally complete the online transaction of repurchasing.(3)Marketing strategies should be used reasonably.Moderate marketing propaganda and some "time-limited" preferential strategies can strengthen consumers' self-comfort and influence consumers' willingness to purchase again. |
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