The Study Of The Impact Of Customer Psychological Contract Violation On Customer Brand Attitude In Online Shopping Context

The proposal of the "Internet +" strategy in March 2015 make China's online shopping market showing a trend of further expansion and more and more competitive.However,because of the disadvantages of the Internet itself and the complexity of customer psychological contract,psychological contract violation has become an important factor affecting customer's attitude and behavior.In other words,psychological contract violation can lead to customer dissatisfaction,complains,conversion and other acts,which is pretty dangerous to businesses in the fiercely competitive online shopping context.Although psychological contract violation has the objectivity and inevitability,studies have proved that under traditional situation,companies take positive remedial measures can not only make up the negative effects produced by psychological contract violation,also change the attitudes and behaviors of customers.To explore the negative effects produced by customer psychological contract violation in the context of online shopping,the study extends the research of psychological contract violation into online shopping.By means of combing available literature,this paper uses relevant concepts and dimensions of customer psychological contract violation,service recovery and customer brand attitude in the context of online shopping for reference,and collects and analyses data by means of questionnaire survey and SPSS19.0 software,and then verifies the hypotheses.Research shows that in the online shopping context,the customer psychological contract violation is affected by the factors of customer characteristics,and has a negative effect on consumer brand attitude,and the "transaction" psychological contract violation affect customer "relationship" psychological contract,and then affect consumer brand attitude,and service recovery has a positive moderate function between psychological contract violation and consumer brand attitude.In conclusion,psychological contract violation has an obvious negative influence on consumer brand attitude and service recovery has the positive moderate function.Based on this,e-commerce businesses should pay attention to the choice of the network of distributors and the maintenance of customer psychological contract,and use the strategy combination of service recovery correctly.