Research On The Influence Of Psychological Contract Violation On Website-Conversion Behavior Of Online Shopping Consumers

With the continuous expansion of Internet and mobile Internet application scenarios and the scale of users,online shopping has already become an indispensable part of the daily life of modern people.Online shopping provides consumers with a fast and convenient way of shopping,but the risk of online shopping can not be eliminated because of physical distance between buyers and sellers,resulting in high return rates.By reading the relevant literature on the returns problem,we found that scholars currently conduct research on returns.On the one hand,they concentrate on optimizing the reverse logistics caused by returning goods to maximize the interests of suppliers.On the other hand,they focus on the reasons for return and the return policies.The consumer's willingness to buy after.At present,there is little research on the follow-up purchase behavior of consumers after return,and the return service remedial measures can improve customer satisfaction as a form of after-sales service,thereby reducing the online conversion behavior of online shopping customers.In recent years,scholars have introduced the concept of psychological contract from the field of organizational behavior into the field of marketing and conducted related research.This article takes the domestic online shopping mall as an example,innovatively introduces the concept of psychological contract into the research of online shopping return,and studies the remedy measures of merchant return service when consumers attribute the reason of return to psychological contract violation.The impact on the consumer's final website conversion behavior.This paper analyzes the collected data through SPSS21.0 and draws the following conclusions:(1)In the context of online shopping,consumer psychological contract violations positively affect website conversion behavior;(2)consumer psychological contract violation negative impact Customer Satisfaction;(3)Customer Satisfaction Negatively influences consumer website conversion behavior;(4)Responsiveness of Return Service plays a regulatory role between psychological contract violation and customer satisfaction,among which response adjustment is the most significant.The purpose of this paper is to explore the effect of remedy measures taken by online shopping malls on psychological contract violations and customer satisfaction,as well as changes in the behavior of consumer websites after remedy of return services.At present,the processing of online shopping returns has not caused sufficient attention from e-commerce companies.Therefore,the results of this study can provide theoretical basis and empirical support for online shopping malls to provide effective return service remediation measures and improve customer satisfaction and reduce consumer website conversion behavior.Online shopping malls should reshape and pay attention to the issue of returning goods,and strive to regain customer satisfaction in the process of returning remedies.