The Influence Of Service Guarantee On Consumer Purchase Intention Under Online Shopping Environment

According to the 37 th "Statistical Report on Internet Development in China", released by China Internet Network Information Center(CNNIC), as of December 2015, Chinese netizens reached 688 millions, and Internet penetration rate reached 50.3%. Among them, the proportion of Internet users shopping online increased from 49.2% to 58.6%. Data from the report shows that China’s online shopping market is booming. However, due to the general category of multi-product online shopping market, characteristic of the low barriers to entry, poor product quality and business reputation not guaranteed,which caused unpleasant shopping experience,is still the main reasons for the loss of some customers. And the introduction of service assurance system can effectively reduce the perceived risk of customers, enhance customer willingness to buy, and build competitive advantage for e-commerce enterprises of great help.Paper selected as the online shopping market research background, based on the review of domestic and foreign service assurance and consumer willingness to buy research, build a structural model for the consumer purchase intention results,in which service guarantee’s five dimensions as independent variables, corporate reputation as the manipulated variable, customer psychological contract as mediation,. It aims to study the service online shopping environment to explore the mechanism of the consumers’ purchase intention, providing practical guidance for the implementation of the online shopping market and the orderly operation of the service assurance system.The model was tested and analyzed using online shoppers as the individual subjects in a collection of 368 sample data with the help of SPSS 20.0 statistical software. It led to these following conclusions:(1) Restrictive conditions has significantly negative impact on psychological contract and customer purchase intention, while commitment moderation, content credibility, terms of simplicity, and Use of convenience have significantly positive impact on both psychological contract and customer purchase intention;(2) Customer psychological contract has significant influence on customer purchase intention;(3) Psychological contract has partial mediating effect on the relationship between service guarantee and customer purchase intention;(4) Corporate reputation has a positive moderating effect on the relationship between service guarantee and customer purchase intention. Howerver, corporate reputation has no moderating effect on the relationship between service guarantee and psychological contract.