Post-Adoption Behaviors of E-Service Customers: The Interplay of Cognition and Emotion

Authors:
Sophea Chea;Margaret Luo
Affiliations:
Department of Information Technology Management, University of Hawaii, Manoa;Department of Business Administration, Yuan-Ze University, Taiwan
Venue:
International Journal of Electronic Commerce
Year:
2008

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Abstract

The interplay between cognition and emotion has been explored in the consumer behavior literature, but the links between cognition-emotion interplay, satisfaction, and post-adoption behaviors have not been integrated in a single model of customer retention. The authors proposed a model that links these constructs and empirically tested it in e-service settings. The results showed that satisfaction is a significant predictor of all three post-adoption behaviors: continuance, complaint, and recommendation. Negative affective response to e-service use was found to directly predict complaint behavior, but positive affect and negative affect did not influence customer satisfaction. The implications of these findings for e-service customer retention theory and practice are delineated.