A Study On The Impact Of Psychological Contract Fulfillment On E-Loyalty

E-business's rapid development brings shopping sites a lot of opportunities. Meanwhile, it also causes fierce competitions and huge challenges. The competition among shopping sites has become more and more fierce. It is not only more difficult for the shopping sites to seek customers, but more costly. To maintain and enhance customer loyalty to shopping site is very important, which is the key competitive advantage. So how to build customers' loyalty to web site becomes the urgent and useful.This study introduces psychological contract from organizational behavior to network marketing context, explores the positive impact of the psychological contract fulfillment on customers' loyalty to the Web site. First of all, the paper recalled the concept and dimensions of psychological contract in the field of organizational behavior, aimed to tap the essence of psychological contract, on this basis, proposed concept and dimensions of psychological contract fulfillment in the context of network marketing - transactional psychological contract fulfillment and relational psychological contract fulfillment. Secondly, the study recalled the research of relationship commitment and customer loyalty. Then, the study explained the direct and indirect impact of two dimensions of psychological contracts fulfillment on building customers' loyalty to web, then proposed the research model, and test the model by using empirical method.The questionnaire for Empirical Research provided adequate support for verifying the model. The empirical results showed that, customers' transactional psychological contract fulfillment can affect customer loyalty to web site by intermediary role of continual commitment. Customers' relational psychological contract fulfillment can affect customer loyalty to web site by intermediary role of continual commitment. Customers' relational psychological contract fulfillment can affect customer loyalty to web site by intermediary role of affect ional commitment. Customers' relational psychological contract fulfillment will directly affect the customer loyalty to web site. All of assumptions in this paper have been fully verified. In the end, the study came to the conclusions, and pointed out the limitation of this research and prospects for future research.