A Study Of The Relationship Between Psychological Contract Violation And Trust In Internet Transaction

Psychological contract has been investigated in Organizational Behavior for a long time. Recently there are some scholars found that it also resists in Marketing. At the same time, trust as one of the core concepts in Marketing plays an important role in the international Marketing environment. In Organizational Behavior, the relationship between psychological contract and trust trends to the same result. However, it was still keeping discussed. In the internet environment, the study of exploring the relationship between them especially the factor witch could moderate their mutual effect is still very scarce. The study which can fill up this blank will be meaningful.The background of this study is Chinese internet retail industry which has just begun to develop. We put the concept of psychological contract in the internet environment, explored the relationship between psychological contract violation and trust. Meanwhile, we tried to investigate if past satisfaction of online transaction will have an significant effect on the relationship between psychological contract violation and trust. First, we had a literature review of psychological contract violation, trust and past satisfaction of online transaction, then came out the opinion that past satisfaction of online transaction is a moderator in the relationship between psychological contract violation and trust. Then, a model came out, and we used empirical studies to test the model.Empirical research for the model provides full support. The results showed the two dimensions of psychological contract violation have significant effect on trust, but they are different. At the same time, the results showed that past satisfaction of online transaction has negative effect on the relationship between psychological contract violation and trust only when referred to contract dimension. This result is not only an important supplement to research nowadays, but also has significant practical meaning. At last, this paper discussed the theoretical and practical meaning as well as the prospects for future research.