Effect of psychological contract violation on positive word of mouth intention in online shopping (case study: customers of digikala)

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Ashrafi Nilofar; HEIDARZADEH HANZAEE KAMBIZ

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:12 | Issue:37 Page(s): 1-18

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Information Journal Paper

Title

Effect of psychological contract violation on positive word of mouth intention in online shopping (case study: customers of digikala)

Author(s)

Ashrafi Nilofar | HEIDARZADEH HANZAEE KAMBIZ | Issue Writer Certificate

Keywords

psychological contract violationQ1

positive word of mouthQ1

service qualityQ1

perceived valueQ2

personalizationQ1

Abstract

The purpose of this study was to investigate the effect of psychological contract violation on positive word of mouth intention in online shopping by application or website. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. The statistical population is the customers of Digikala’ s company, and the sample of this study consists of 300 customers of the online shopping website or application of Digikala in Tehran, which was selected by simple random sampling method. The test of research hypotheses was assessed by means of structural equation modeling using Listel software. The results of this research indicate the negative impact of the psychological contract violation on the positive word of mouth via making negative impact on service quality and perceived value among the customers. Also, the role of the mediating personalization has been confirmed. Finally, based on the results, as suggestions to company’ s managers which offering online products and services, in order to improve the level of positive word of mouth intention in their customers, they should consider stuff which may create psychological contract violation, because this problem may effect on their service quality and perceived value.

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APA: Copy

Ashrafi, Nilofar, & HEIDARZADEH HANZAEE, KAMBIZ. (2018). Effect of psychological contract violation on positive word of mouth intention in online shopping (case study: customers of digikala). JOURNAL OF MARKETING MANAGEMENT, 12(37 ), 1-18. SID. https://sid.ir/paper/397925/en

Vancouver: Copy

Ashrafi Nilofar, HEIDARZADEH HANZAEE KAMBIZ. Effect of psychological contract violation on positive word of mouth intention in online shopping (case study: customers of digikala). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;12(37 ):1-18. Available from: https://sid.ir/paper/397925/en

IEEE: Copy

Nilofar Ashrafi, and KAMBIZ HEIDARZADEH HANZAEE, “Effect of psychological contract violation on positive word of mouth intention in online shopping (case study: customers of digikala),” JOURNAL OF MARKETING MANAGEMENT, vol. 12, no. 37 , pp. 1–18, 2018, [Online]. Available: https://sid.ir/paper/397925/en

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