| With the increasing popularity of online shopping,disputes between consumers and dealers are becoming more and more common.When they subjectively believe that the dealer violates the trading rules to offend them,consumers are prone to feel betrayed(i.e.perceived betrayal),and then lose their psychological balance.Psychological imbalance is an important internal cause of consumers’ retaliation.So,in the context of online shopping,how does perceived betrayal stimulate consumers’ willingness to retaliate? How does it affect their choice of retaliatory way? Furthermore,How does Zhongyong,the typical culture in the Chinese market,that advocates avoiding extremes and favoring modesty to deal with various contradictions,effectively regulate online consumers’ revenge decisions based on perceived betrayal? It is theoretically and practically significance to answer these questions systematically.This study uses literature research,group interviews,and questionnaires to explore the following topics:(1)the connotation,dimensions and measurement of Zhongyong belief;(2)the effect and paths of perceived betrayal impacting on online consumers’ willingness to retaliate and their choice of retaliation ways(direct and indirect revenge);(3)The moderation effect of Zhongyong belief and its dimensions in the process.All of them are used to reveal the roles of perceived betrayal,Zhongyong belief and their constituent dimensions in online consumer revenge decision-making.It results that:(1)Zhongyong belief contains three dimensions: integration,time change and neutralization;(2)perceived betrayal positively affects direct revenge way and indirect revenge way;(3)perceived betrayal can promote anger,and then positively affect the willingness to retaliate,and it has a positive impact on the direct and indirect revenge way;(4)perceived betrayal can negatively affect the willingness to retaliate by inhibiting ethical judgments,and has a negative impact on the direct and indirect revenge way;(5)Zhongyong belief and its "integration" and "time-centered" dimension can strengthen the positive effect of anger on the willingness to retaliate;(6)Zhongyong belief and its "time-centered" dimension can strengthen the effect willingness to retaliate on indirect revenge way;(7)the "neutralization" dimension of Zhongyong belief can reduce the positive effect of retaliation willingness on direct retaliation behavior.The above conclusions have important implications for management practice.As far as dealers are concerned,they should strictly abide by the rules of trade transaction,and avoid promoting consumers’ retaliatory actions due to perceived betrayal,so as to reduce the operating costs of enterprises;The subjects on charge of consumer education like mass media,need to strengthen education of traditional Chinese cultural values,based on Zhongyong culture,so as to channel them to refuse extreme retaliatory behavior that cause serious consequence,and advocate a harmonious model of consumer’s feedback. |
