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1、究需要提出本文的假設，假設捆綁銷售下顧客感知風險的維度構成、顧客感知風險各維度對關系質量各維度的影響，并根據假設構建本文的研究模型和進行問卷的設計；第四章根據問卷收回的信息，進行樣本統(tǒng)計性描述分析、信度和效度分析、Means均值分析、單因素方差分析、皮爾遜系數(shù)相關分析和回歸分析，并在這些分析的基礎上驗證本文的假設；第五章總結本文的研究結論、根據研究的結論提出營銷建議并展望后續(xù)的研究方向。關鍵詞：顧客感知風險；關系質量；捆綁銷售UAbstractAlongwiththedevelopmentofmarketeconomyinCh
2、ina，itismoreandmoreintensemarketcompetition．Ifenterpriseswanttobeableinthiskindofenvironmenttogaincompetitiveadvantage，toobtainlong-termdevelopment，也eymustbeconsumers鵲thecenter，嬲thestartingpo硫andthefootholdaboutmeirbusinessactivity．Thus，weproceedsystematic、in-depthr
3、esearchonthecharacteristicsofconsumers、consumptivepsychology，purchasingbehavior，etc．，ithasimportantreferenceandreferencevalueforenterpriseswhichpromotetargetedmarketingstrategy、meetconsumers’demand、catchconsumerpreferences．Intheenterprisemarketingactivitiesthebundli
4、ng-salehasbeenwidelyused，itplaysanimportantroleintheseaspectswhichaletoexpandtheirmarketshare、toimprovecustomersatisfaction、togetmarketcompetitiveadvantageforcompanies．Meanwhile，withthebundling-saletoappear，italsodeeplyaffectsconsumerspendinghabits、consumptionpsycho
5、logyandcollsumerbehavior．Hence，inthebackgroundofthebundling-sale，thispaperwillresearchconsumerpsychologyandpurchaseintentionwhentheypurchase．Beforeconsumerspurchasingbehaviorhappened，theywillevaluatethetargetofpurchase、evaluatethegainsandloseofpurchase，accordingtoth
6、eirpersonalevaluationofenterpriseanditsproducttheywillformlikeorpreferences，thentheywillproducepurchasebehavior，andthecustomerperceivedriskisanimportantpartofperceivedgainsandlose．GoodcustomerrelationshipqualityCanpromptconsumerstoproducethepreferencesaboutenterpris
7、eandmeirproducts，itwhichislong-termandstablecustomerrelationshipqualityisveryimportantforenterprisestablemarketshare．Sothisarticlewillstudyinbundling-salecircumstancesontherelationshipbetweenPerceivedRiskandRelationshipQuality、thecompositionofPerceivedRisk、theinflue
8、nceonPerceivedriskaffectstheRelationshipQuality．ThisarticleselectstheM-zoneasinvestigationease，theauthorutilizeSPSS17．0(Englishversion)toa
