Examining the influence of psychological contract and affective trust on intentions in B2C e-commerce

This research investigates whether affective feelings can arise from cognitive beliefs, particularly in a B2C e-commerce context. Based on the theory of affect, the need-to-belong theory, the perceived justice theory, this study examines whether a customer’s affective trust feelings and psychological contract beliefs can impact the customer’s behavioral intentions and whether affective trust feelings can have significant impact on behavioral intentions above and beyond the influence of psychological contract beliefs. Data were collected through a field study, and the findings supported the research model and verified the importance of both psychological contract and affective trust as significant determinants of behavioral intentions.