Research on the Breach of Relationship Norms by Opportunistic behavior in the Context of Big Data

Abstract

In this paper, psychological contract violation is introduced as a mediate variable to study the breach of relationship norms by opportunistic behavior of e-commerce platform. Based on the data analysis of 400 B2C e-commerce platform consumers, the results show that the opportunistic behavior of the platform has a negative impact on relationship norms, and psychological contract violation will reduce consumers’ willingness to follow the relationship. It plays a mediate role between platform opportunistic behavior and relationship norms, and user stickiness can reduce the negative impact of psychological contract violation on relationship norms. However, opportunistic behavior and psychological contract violation have no negative influence on conflict resolution norms. The findings provide theoretical guidance for e-commerce platform managers to make up for the destruction of relationship norms caused by opportunistic behavior through the realization of consumer psychological contract.