Research On The Impact Of Customer Perceived Value On Customer Psychological Contract

In the area of marketing customer perceived value is an important theory, as the increase of customer perceived value, the customer satisfaction is higher, it is easy to bring continued buying; Psychological Contract is original from Organizational Behavior, now is widely used in Human Resources area, it is described about a contract to organization which is unwritten. As the research development, psychological contract is not restricted into interior organization, more and more scholars study it in the marketing. Customers approve goods or service will think it is the symbol of keeping long good relationship. When customers produce the need of shopping, they will remember the specifically sellers at the first time. As the entrance of electronic commerce, shopping websites will get more value if the customer produce psychological contract. The root of psychological contract is the committee which customer thinks the sellers gives and the committee can satisfy their needs. The unwritten contract is in favor of bringing continued buying and good public praise.Electronic Commerce as an new channel exists huge difference with the traditional channel. This paper bases on the customer perceived value evaluates the customer psychological contract about the shopping websites. Every website hopes customer has psychological contract to the aim of customer loyalty. This paper is trying to integrate customer perceived value and psychological contract, meanwhile to explore how customer perceived value influences psychological contract in the circumstance of electronic commerce. In view of the characteristic of electronic commerce the paper has strong enlightening meaning. The innovation of this paper is mainly the angle of the study, it focuses on the psychological contract rather than customer loyalty, because psychological contract can influence customer loyalty, meanwhile adopt empirical analysis on the existing study, guarantee the conclusion is more scientific and reliable.