A Study Of The Psychological Contract On B2c Shopping Website Customer Loyalty

At present, the Internet is in the high-speed development in our country. Both the number of Internet user and on-line shopping user have a high rate of growth. But, compared to developed countries, China's online shopping is still in the beginning, the market has great potential. However, real-time information on the Internet makes e-commerce's competition is more intense than traditional consumer industries. opportunities and risks exist in the e-commerce, so cultivate and improve customer loyalty is the key to the success.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. On-line shopping has three modes(B2C,B2B,C2C), due to the limited conditions this study choose the b2c model only. the paper summarizes some researching production including customer loyalty theory and psychological contract theory and etc., which is the foundation of all.; Set up the research model consisting of psychological contract, customer trust and customer loyalty. At present domestic scholar's research results on the psychological contract for the role of customer loyalty have the poor operability, so this study selected a operational model which is you's consumer psychological contract model to study. Using the you's model to study the influence of the psychological contract to customer loyalty, Hoped that the study results can improve the shopping website customer loyalty in practice.To validate the rationality that each dimension of B2C shopping website psychological contract influences customer loyalty, the author puts forward series of researching hypothesis. Aim at such hypothesis, the author designs questionnaire and surveys. Then, based on the market research data, the author puts up some analysis to validate whether it is effective or not of consumer psychological contract model that applied in e-commerce . As a result, the model is tenable .The conclusion is showed as follows:(1) the psychological contract can consist of five dimensions including: service and quality , price, frequent visitor, the benefit of affection and society, communication.(2) the five dimensions all have influences on customer loyalty, in which the service and quality, price have significantly influence customer loyalty, then the frequent visitor and communication in turn, while the benefit of affection and society influences customers'loyalty through customer trust; (3) the results also show that, the psychological contract not only plays a positive and significant influence on customers'loyalty, but also indirectly influences it through the mediating variable customer trust, which is actually more powerful.Through the measure of B2C shopping website's psychological contract, customer trust and customer loyalty, We can know what website's "express" and"implied" promises to consumers is more important and have the greatest impact. In the end, the paper gives some advice to prove customers'loyalty for the shopping website.