Psychological contract-based Consumer Repurchase behavior On Social commerce platform: An Empirical study

Abstract

Social commerce, integration of social media and e-commerce, provides potential opportunities for consumers to talk about their ideas and exchange product-related information on online shopping platforms. Given the substantial prospects related to business opportunities and consumers' perceptions, this study explores the factors driving fulfillment of the psychological contract in social commerce platforms. This research proposes, examines, and proves a theoretical model for the post-purchase behavior of the consumers, through an empirical investigation of online questionnaire-based data, gathered from 367 consumers in a cross-sectional setting. Results show that the fulfillment of psychological contract, consumer loyalty, and affective commitment fully mediate the impact of consumer trust on platform and repurchase intention. The level of commitment toward the consumer by the platform is strongly related to the degree of consumer trust, which is reciprocated through re-purchase intentions. This study offers essential theoretical implications with regards to the social exchange theory, attribution theory, and an moderating effect of the platform empathy on consumers' trust-psychological contract fulfillment relationship. Likewise, this research has significant implications for practitioners and managers.

How to believe? Building trust in food businesses' consumers based on psychological contracts

“…The analysis results of the entire sample indicate that both relational and transactional psychological contracts have a significant impact on consumer trust. These findings once again confirm the strong correlation between psychological contracts and consumer trust (Shahbaz et al ., 2020; Hai-Ming et al ., 2020; Guo et al ., 2017), indicating that the mechanism of consumer trust based on psychological contracts can be applied to explain the trust process of online food purchases. It can be argued that consumers' trust is generated based on the psychological contracts established with the sales platform during food purchases.…”

“…In this perspective, this theory is also suitable for the current online market environment and can be used to explain the universal marketing relationships (Hannah et al ., 2016; Guo et al ., 2017; Zhang et al ., 2022). Because, in the current wave of online relationship marketing, enterprises and consumers are forming a flexible form of organization through various online platforms and virtual communities (Shahbaz et al ., 2020; Wei et al ., 2018). In this organization form, substantial interests have always been the link enterprises and consumers (Hannah et al ., 2016), and stable relationship quality is also necessary and is the core of the current relationship marketing concept, which is the focus of marketing practitioners and relevant researchers (Guo et al ., 2017).…”

How do anxiety and stress impact the performance of Chinese doctoral students through self-regulated learning?—A multi-group analysis

“…The present study applied the latest conventions that focus on bootstrapping (Hayes, 2013;Shahbaz et al, 2020). Following these guidelines requires substantial direct and indirect effects (Gaskin et al, 2018).…”

A meta-analysis of the factors associated with s-commerce intention: Hofstede's cultural dimensions as moderators

“…Trust is regarded as the willingness of buyers to be vulnerable to the actions of s-commerce platforms, sellers, or community members (Hajli et al, 2017a;Liu et al, 2019;Shahbaz et al, 2020). It can also be defined as an individual's perception about the integrity, ability, and benevolence of s-commerce platforms, sellers, or community members (Al-Adwan and Kokash, 2019; Goraya et al, 2019;Molinillo et al, 2020).…”