E-Service Customer Retention: An Affective Events Theory Perspective

摘要

Currently, one stream of online customer behaviors research focused on the quality of the systems in determining systems success, whereas another stream of research focused on the effects of online incidents including online waiting interruptions and service failures on consumer behaviors. The study attempts to bridge the two streams of research and to explain e-service customer post-adoption behaviors in a unified model from the perspectives of affective events theory. Findings support the proposed model positing that e-service customer retention behaviors were determined by perceived site quality and cognitive appraisal of incidents handling. Post-adoption behaviors investigated in the study include continuance intention, complaint intention, and recommendation intention. Practical implications were also suggested.