The Compilation And Application Research Of The Psychological Contract Questionnaire Of Young And Middle-aged Consumers Of E-commerce Live Streaming

E-commerce live streaming is a new emerging consumption scenario,which has become a standard feature for major platforms and industries.In ecommerce live streaming,there is a two-way interaction process between consumers and hosts,as well as between consumers themselves.Through the host’s live content,they can comprehensively,truthfully,and impartially showcase the product’s features to consumers.In this process,factors such as consumer trust in the host will affect consumer purchasing behavior.Psychological contracts can effectively reduce consumers’ perceived risk of consumption,enhance their willingness to purchase,and to some extent,promote impulsive buying behavior.Therefore,the purpose of this article is to develop a questionnaire on psychological contracts in e-commerce live streaming for young consumers and to conduct a preliminary application analysis of the questionnaire to examine the relationship between it and consumers’ impulsive buying behavior.This study consists of three parts.In Part 1,the questionnaire items were developed by reviewing relevant literature and incorporating the results of an open questionnaire survey.After experts evaluated the content validity of the items,a preliminary questionnaire for measuring the psychological contract of young consumers in e-commerce live streaming was developed.In Part 2,a sample of young people aged 18-44 years(according to the World Health Organization classification)was randomly selected to complete the preliminary questionnaire.Item analysis and exploratory factor analysis were conducted on the data,and a formal questionnaire was developed based on the results.In Part3,a sample of 650 young people aged 18-44 years was randomly selected to complete the formal questionnaire.Item analysis,exploratory factor analysis,confirmatory factor analysis,and tests of reliability and validity were conducted on the data.In Study 2,a self-developed "E-commerce Live Streaming Youth Psychological Contract Questionnaire" was used to measure the current status of psychological contract establishment among young people in e-commerce live streaming.Study 3 explored the relationships among psychological contract,perceived risk,virtual haptic feedback,and impulsive buying behavior.The research findings are as follows:(1)The "Psychological Contract Questionnaire" for young consumers in ecommerce live streaming,developed in this study,includes two dimensions and17 items.The questionnaire has good reliability and validity,and can be used to measure the level of psychological contracts of young consumers in e-commerce live streaming.(2)The overall level of psychological contracts of young consumers in ecommerce live streaming is relatively high.There is no significant difference in the level of psychological contracts of young consumers in e-commerce live streaming based on gender and age.However,there is a significant difference in the level of psychological contracts of young consumers in e-commerce live streaming based on income.Young consumers with a monthly income of over4500 yuan show significant differences in the transactional and relational dimensions of psychological contracts as well as the overall questionnaire.(3)There is a significant positive correlation between perceived risk,virtual haptic,impulse buying behavior and the overall psychological contract questionnaire,as well as each dimension of psychological contracts,among young consumers in e-commerce live streaming.Perceived risk plays a mediating role between psychological contracts and consumer impulsive buying behavior in e-commerce live streaming,and this mediating effect is moderated by virtual haptic perception.This study conducted a comprehensive investigation of the psychological contract of young consumers in E-commerce live streaming through empirical analysis and stepwise statistical analysis methods.This is highly meaningful for improving the live streaming environment and service model and further guiding consumers to make healthy and rational consumption choices.The study provides a reference for research on impulse buying behavior in the context of live streaming and expands the applicability of psychological contract theory in the field of consumption.It also suggests the research value of psychological contract in other fields.