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The network customer psychological contract fulfillment - An Empirical Research on repurchase intention influence to B2C online shopping as an example

Author: LiYan
Tutor: CaiJiRong
School: Chongqing Technology and Business University
Course: Business management
Keywords: Psychological Contract Psychological Contract Fulfillment SwitchingCosts Customer Satisfaction Consumer Repurchase Intention
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 49
Quote: 0
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Today, online shopping has become the main way to buy. Many entitiescompanies have seen business opportunities, in order to better develop, many businessentities have established their own network marketing website. Along with the rapiddevelopment of e-commerce technology, more intensified competition has been foundbetween online shopping sites, shopping site has been found that it is more difficult todevelop a new customer, cost much is needed. So they have turned to existingcustomers, the aim is to increase their repurchase behavior, so that not only savescosts but also can take advantage of the reputation effect of loyal customers to helpenterprises to engage in healthy publicity. A shopping site has the customers who areable to continue to buy in the shopping site. In addition to customer satisfaction as anecessary condition outside, they are always taking into account its own perception ofswitching costs, so how to improve the existing customers based on switching costsand customer satisfaction repeat purchase intention has become a key concern of theacademic community and e-commerce entrepreneurs.Psychological contract is the concept of organizational behavior, many foreignscholars has been systematically studied, but a very short time in the marketingcontext, Chinese scholars began to study it in2005, This paper has changedperspective, the concept of the psychological contract in organizational behavior isintroduced into the field of network marketing to research mechanism that howcustomer psychological contract fulfillment to effect the wishes of the repurchasebased on switching costs and customer satisfaction. Firstly, this article sorts outpsychological contract research in organizational behavior, explores the nature of thepsychological contract and the dimensions of the psychological contract divisiondescribed, and has conclusion in a network environment. The psychological contractfulfillment is divided into trading psychological contract fulfillment and therelationship psychological contract fulfillment. Secondly, switching costs, customersatisfaction, repurchase intention research and the psychological contract in marketingcontexts and in the context of network marketing have been combed. Finally, thisresearch model and hypotheses have been proposed, and have been tested byempirical analysis and by SPSS18.0statistical software.Through empirical studies, the following conclusions: The Network Customerpsychological contract fulfillment has a positive impact to the procedural switchingcosts and through the intermediary role of procedural switching costs indirectly affects consumers’ willingness to repurchase; networks customer psychologicalcontract fulfillment have a positive impact to financial switching costs and indirectlythrough the intermediary role of the financial switching costs affects consumerrepurchase intention; the Network Customer Relationship psychological contractfulfillment positive impact relational switching costs, and indirectly through theintermediary role of relational switching costs affect consumer repurchase intention.network of customer transactions psychological contract not verified the positiveimpact of the relational switching costs; Network customer psychological contractfulfillment positively impact on customer satisfaction, the intermediary role indirectlyaffect consumer repurchase intention; networks customer psychological contractfulfillment is weight to positively influence consumer repurchase intentions. Allhypotheses pass test addition to one. Finally, Analysis and summary of researchfindings are been explained and author points out the limitations of the study andresearch on the future outlook.

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