Research On The Influence Of Website Customer Psychological Contract Violation On Repurchase Intention

Psychological abstract theory has been investigated in Organizational Behavior for a long time.In recent years,based on the rapid development and vast potentials of online shopping in China,some scholars found that psychological contract also exists in the internet marketing environment.Satisfying psychological contract may not always bring the best outcome,but psychological abstract violation always has some connection with negative effect.Also Psychological contract violation occurs with high frequency.Therefore,it is very important to explore the consequences of psychological abstract violation,and take appropriate measures,so as to promote the retail development in the context of the internet shopping.Psychological abstract violation may effects enterprises' relations with customers.But we cannot relate psychological abstract violation with its outcomes;we must find a variable which may moderate the relation between independent variable and dependent variable.In the context of online shopping,word of mouth information has important effect on consumer decision.Whether the word of mouth communication will moderate the relation between psychological abstract violation and customers' intention,this needs further discussions.As a result,based on psychological abstract theory,this thesis,which sets the psychological abstract violation as an independent variable,customer repurchase intention as a dependent variable,and word of mouth as a moderator,build the mechanism of online customers' psychological abstract violation.Not only does the model investigates that the two dimensions of psychological abstract violation will have an effect on customer repurchase intention,but confirms the moderating effect of the word of mouth.The paper arrives at these conclusions:Firstly,the psychological abstract violation has negative effect on customer repurchase intention.Secondly,word of mouth strengthens the negative impact of psychological abstract violation that conveys on customer repurchase intention.Finally,based on the research,this paper make some recommendations on how to manage the relationship between online retailers and customers:first,play constructive role of psychological abstract on the good relationship;second,businesses should strengthen the management of psychological abstract and avoid excessive publicity;third,find reasons of negative word of mouth,reduced its negative reflects.