Chinese Cultural Context Of Interpersonal Relationships On The Intention To Buy Influence Empirical Research

With the development of economic, more and more enterprises and organizations start entering the market of China, however, different cultural has a different business model. Therefore, a lot of organizations which are unfamiliar with the culture of Chinese have ended in failure, and this aroused the interests of the academic and business circles in the Chinese culture. And a lot of people began to learn and analysis the interpersonal relations of China, which was named as "Guanxi".Under the background of Chinese culture, the meaning of interpersonal relationships in China is quite different with the Western Countries. In the day life of Chinese, they are related with "Guanxi" from time to time. Similarly, during the enterprise's marketing activity, "Guanxi" also plays an important role. When making the purchasing-decision, people begin to pay attention to consider the issue of relationship management. At the meantime, suppliers also begin to achieve their business results through Guanxi manner.In view of the analysis above, this paper based on the background of Chinese cultural, taking Guanxi as the research perspective, making trust and commitment as the middle variable, explores the influences of Guanxi on purchasing decision making in companies of China, so as to provide a theoretical basis and practical guidance for the managers in China.In one hand, through the literature review and remark of interpersonal relationship, Chinese Guanxi culture, trust, commitment and purchasing behaviors of companies, this article has worked out many results. For example, (1) defines the meaning of Chinese Interpersonal relations. Through literature review, this article intends to analysis the influence of interpersonal relationships on the buying-decision from four parts, which are human, face, personal relationships and the utilizable of Guanxi; (2) Chooses the base variables——trust and commitment of KMV model as its key middle variables and endows them with new connotation. Study the characteristic of trust form two levels, the inter-organizational level and interpersonal level; (3) developed a model which includes the fusion of Chinese interpersonal and inter-enterprise of purchase behavior.In the other hand, this paper proposed 18 theoretical assumptions. On the basis of the pre-investigation, we examine the reliability and validity of the questionnaires using the SPSS, modifying the questionnaire according to the results. And through formal investigation, we finally formed and confirmed the model which concerns with the fusion of Chinese interpersonal and inter-enterprise of purchase behavior.