Abstract A research model that reflects the relationships among dissatisfaction, negative emotion, and customers’ behavior is developed，which is based on coping theory. Our findings show that negative emotion is an important mediation between dissatisfaction and repurchase intention. Coping behaviors will be triggered by negative emotion. Different coping behaviors have different impacts on repurchase intention.Psychological distancing reduces repurchase intention, seeking social support often increases repurchase intention, complaining behavior has an insignificant influence on repurchase intentions. Based on empirical findings, we offer managerial suggestions for enhancing purchase intention in e-commerce.
2015, Vol. 12 
