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本文立足于中国的文化背景,以中国人际关系为研究视角,以信任和承诺为中间变量,探讨人际关系对企业购买行为的影响,从而为企业经营者提供可供参考的理论依据和实践指导。在对中国背景下的“关系”文化、人际关系、信任、承诺以及企业购买行为等相关理论进行文献回顾与梳理的基础上,提出了18条理论假设,并运用SPSS和LISREL等对问卷的信度、效度及相关性进行检验分析,最终形成并验证了中国情境下人际关系对企业购买决策的影响模型。
Based on China’s cultural background, this article takes China’s interpersonal relationship as the research perspective, trust and commitment as the intermediate variable, explores the impact of interpersonal relationships on the purchase behavior of enterprises, and thus provides the theoretical basis and practical guidance for the business operators for reference. After reviewing and reviewing the related theories of “relationship ” culture, interpersonal relationship, trust, commitment and business purchase in the background of China, 18 theoretical hypotheses were proposed and the questionnaires were analyzed using SPSS and LISREL Reliability and validity, correlation and validity, finally formed and verified the influence model of interpersonal relationship on the purchasing decision of enterprises in China.