The Research On The Effect Of Psychological Contract Breach And The Conformity Effect On Voice Behavior In The Electronic Commerce

The study examined the effects of psychological contract breach and the influence of conformity effect on voice behavior in the electronic commerce. At the same time, we want to know the relation between EPQ-RSC and voice behavior.The research utilized an experiment with a2×2between-subject design of two factors by the methods of a computer program. There were123people to join in the experiment, and114persons data can be used in the statistical analysis.The result demonstrated:(1) Voice behavior in the electronic commerce were no significant differences on gender variable, and there were significant differences on grade variable. The undergraduate of voice behavior in the electronic commerce was significantly below the sophomore and junior.(2) The psychological contract breach and the influence of conformity effect had significantly influence on voice behavior in the electronic commerce.After the statistical analysis we know the main effect of the psychological contract breach and the influence of conformity effect was significant. But the interaction was not significant.(3) We took the EPQ-RSC on the study participants.And the result showed the score of E scale was on the low side and the score of P sale was comparatively large.(4) There was significantly positive correlation between voice behavior in the electronic commerce and the score of N scale. And the score of E、P and L scale had no significant correlation between voice behavior in the electronic commerce.(5) After the step-wise regression analysis, the result illustrated that the most important effect factors on voice behavior in the electronic commerce were gender variable psychological contract breach and the influence of conformity effect.We hope this research can help the company on the Internet to communicate with customer and get useful suggestion from the buyers.