Volume 29, Issue 2
DOI: 10.24205/03276716.2020.327
PSYCHOLOGICAL INFLUENCE OF TEACHER-STUDENT TRUST RELATIONSHIP ON THE PURCHASE OF REFERENCE BOOKS IN THE CONTEXT OF ACADEMIC IDENTITY-BASED MOTIVATION
Abstract
It is generally agreed that identity-based motivation has an impact on purchase intention. However, the influence mechanism of identity-based motivation on the purchase of reference books is yet to be disclosed. To make up for the gap, this paper probes into the psychological influence of teacher-student trust relationship on the purchase of reference books under academic identity-based motivation. The author carried out a semistructured interview on students from a school in Dalian, China, and a questionnaire survey in five provincial administrative regions across the country. The collected data were analyzed on SPSS and MPlus to identify the influence mechanism. The results show that the perceived quality of reference books and teacher-student trust relationship play an intermediary role between purchase intention and academic identity-based motivation. The research results provide publishers of reference books a good reference for marketing.
Keywords
Identity-Based Motivation, Teacher-Student Trust Relationship, Perceived Quality, Purchase Intention.