Study On The Evolution Mechanism Of Psychological Contract On Repeated Purchase Behavior Of Customers Under The Mode Of "Live Streaming+E-commerce"

With the integration of e-commerce industry and live streaming industry in the vertical field,the "live streaming+electronic commerce" model has been widely applied.This model provides a huge user flow and a broad market for the merchants,and has great marketing potential.However,due to the problem caused by high cost of acquiring new customers and the weak repeated purchase intention of the customers,which make the marketing effect of this model is poor and restrict the sustainable development of this model to some degree.Hence,improving consumers’ repeated purchase intention and promote their repeated purchase behavior is the prerequisite for the successful application of this model.The cooperation between merchants and consumers is a cyclical process of continuous decision-making and adjustment.The psychological contract can effectively reduce the risk perception of both parties to the future cooperation and improve their cooperation intention.Therefore,from the perspective of psychological contract,this paper intends to carry out corresponding research on the performance behavior of merchants and repeated purchase behavior of consumers.Based on the summary and the induction of the existing research,this paper argues that in "live streaming+electronic commerce" situation,merchants and consumers are in the condition of asymmetric information,and they are limited rational behavior subject.The two sides of the game need to make corresponding adjustments according to the strategies of the other side,so as to reach the final stable equilibrium state.Therefore,the mechanism of the psychological contract applied by merchants on the consumers’repurchase behavior,is the subject which we intend to study.In this paper,the corresponding evolutionary game model is constructed to analyze problems above,and the equilibrium point and the replication dynamic equation for the two sides of the game are obtained by solving the model.On this basis,the evolutionary stability analysis is carried out and a series of conclusions are drawn,and are verified by numerical simulation.Through the analysis of evolutionary game modeling,this paper finds that both the transactional and relational psychological contracts can effectively promote consumers to choose the strategy of repurchase,and when the cost of fulfilling the psychological contract is high,merchants will choose the strategy of default.For consumers,the net utility when consumers choose to repurchase and transaction cost can effectively improve their intention to repurchase,However,the loss caused by the merchant’s default to consumers and the net expenditure of consumers when they choose to repurchase will have a negative effect on the intention of repurchase.On this basis,this paper puts forward the practical management inspiration and Suggestions.Finally,this paper also makes a corresponding summary of the deficiencies in the research,and gives a brief outlook of the future research direction under the context of "live broadcast+e-commerce".