互联网环境下的消费者在交易活动中拥有更多的选择，在决定是否与商家 保持长期交易关系上更具主动权。在消费者购后行为阶段，商家对顾客发表的在 线评论进行回复是与其交流互动的重要渠道，谁能把握机会消除顾客负面情绪， 传递更多的价值，满足顾客心理需求，便能形成核心竞争力。已经发表评论的顾 客认为什么样的回复是有用的，他们希望从商家回复中获得什么，是商家应重点 关注、亟待思考的问题。因此，对商家回复的有用性进行深入研究，并探讨商家 回复有用性对顾客重复购买意愿的影响及其作用机制具有重要意义。 本文通过查阅和梳理商家回复、感知有用性的相关文献，结合感知价值理论， 对商家回复有用性进行了概念界定和维度分析，进一步开发出相应的测量量表， 并利用AMOS进行了验证。基于此，以相关理论为支撑，将商家回复有用性作 为自变量，顾客心理契约作为中介变量，顾客重复购买意愿作为因变量，构建了 本文的概念模型并提出一系列研究假设。结合问卷调查法与情景模拟实验法，获 取大量一手数据，并通过SPSS进行多因素方差分析、简单简单效应分析、简单 效应分析、多元回归分析以及Bootstrap分析等，验证了相关假设。 本文的研究结果表明，商家回复有用性包括三个维度：有效解决问题、满足 情感需求、培育驾驭能力。商家回复有用性能够显著增强顾客重复购买意愿，且 满足情感需求会调节有效解决问题和培育驾驭能力之间的交互作用。商家回复 有用性显著正向影响顾客心理契约，其中，有效解决问题和培育驾驭能力对交易 型心理契约的影响更强；满足情感需求对关系型心理契约的影响更强。顾客心理 契约会显著提升顾客重复购买意愿，且关系型心理契约的作用更明显。顾客心理 契约在商家回复有用性对顾客重复购买意愿的影响中起到中介作用，其中，完全 中介有效解决问题和满足情感需求的影响，部分中介培育驾驭能力的影响。 本文的创新点在于界定了商家回复有用性的概念，分析了商家回复有用性 的维度并开发了测量量表。将顾客心理契约作为中介变量，构建了商家回复有用 性对顾客重复购买意愿的影响模型。以顾客情感需求的满足为前提，提出了商家 回复的思路流程建议。 关键词：商家回复，有用性，顾客心理契约，顾客重复购买意愿 II Abstract Consumers in the Internet environment have more choices in trading activities and are more proactive in deciding whether to maintain long-term trading relationships with merchants. At the consumer post-purchase behavior stage, the reply of merchants to online reviews posted by customers is an important channel for communication and interaction with them. Who can seize the opportunity to eliminate negative emotions of customers, deliver more value, and meet customer psychological needs, can form a strong core competitiveness. To customers who have already commented, what kind of reply is useful, and what they want from the merchants’ reply are the issues that the merchant should focus on and urgently think about. Therefore, it is of great significance to conduct an in-depth research on the usefulness of merchant reply, and to explore the impact of merchant reply on customers' repeated purchase intentions and its mechanism. By reviewing and sorting out relevant literature on merchant reply and perceived usefulness, combined with the concept of perceived value, this thesis defines the concept of merchant reply usefulness and analyzes its structural dimensions, further develops an effective measurement scale, which AMOS performs verification. Based on this, supported by the relevant theory, the merchant reply usefulness is taken as the independent variable, the customer's psychological contract is used as the intermediary variable, and the customer's repeated purchase intention is used as the dependent variable, the conceptual model of this thesis is constructed and a series of research hypotheses are proposed. Combining the questionnaire survey method and scenario simulation experiment method, a large amount of primary data was obtained, then multivariate analysis of variance, simple simple effects analysis, simple effects analysis, multiple regression analysis, and Bootstrap analysis were performed by SPSS to verify the relevant hypotheses. The results show that the usefulness of merchant reply includes three dimensions: effectively solving problems, satisfying emotional needs, and nurturing driving ability. The usefulness of merchant reply will significantly enhance customers' willingness to repeat purchases, and satisfying emotional needs will regulate the interaction between effectively solving problems and nurturing driving ability. The usefulness of the merchant's reply can significantly positively affect the customer's psychological contract. Among them, effectively solving problems and nurturing driving ability have III a higher degree of impact on the transactional psychological contract; satisfying emotional needs has a higher degree of impact on the relational psychological contract. Customer psychological contract will significantly increase customers' willingness to repeat purchases, and the effect of relational psychological contract is more obvious. The customer's psychological contract plays an intermediary role in the impact of the merchant reply usefulness on the customer's repeated purchase intention. Among them, it completely mediates the effect of effectively solving problems and satisfying emotional needs, and partly mediates the effect of nurturing driving ability. The innovation of this thesis is to define the concept of merchant reply usefulness, analyze the dimensions of merchant reply usefulness and develop a measurement scale. Taking customer psychological contract as an intermediary variable, constructs the model of impact of merchant reply usefulness on customers' repeated purchase intentions. Based on the premise of satisfying the customer's emotional needs, puts forward some suggestions on the merchant's reply process. Key Words: Merchant Reply，Usefulness，Customer Psychological Contract， Customers' Repeated Purchase Intention IV 目 录 摘要 ............................................................................................................................. I Abstract ........................................................................................................................ II 目 录 .......................................................................................................................... IV 第1章 导论 ................................................................................................................. 1 1.1研究目的与意义.............................................................................................. 1 1.1.1研究背景............................................................................................... 1 1.1.2研究目的............................................................................................... 2 1.1.3研究意义............................................................................................... 2 1.2国内外相关研究综述...................................................................................... 2 1.2.1商家回复相关研究............................................................................... 2 1.2.2心理契约相关研究............................................................................... 4 1.2.3消费者行为意愿相关研究................................................................... 6 1.3研究内容与方法.............................................................................................. 9 1.3.1研究内容............................................................................................... 9 1.3.2研究方法............................................................................................. 10 1.3.3技术路线............................................................................................. 10 第2章 商家回复有用性的概念、维度与测量 ....................................................... 12 2.1商家回复有用性的概念和结构维度............................................................ 12 2.1.1商家回复有用性的概念界定............................................................. 12 2.1.2商家回复有用性的结构维度............................................................. 12 2.2商家回复有用性测量量表的开发...................................................