Cognitive appraisal of incident handling, affects, and post-adoption behaviors: A test of affective events theory.

•This study attempts to explain e-service customer post-adoption behaviors in a unified model based on the Affective Events Theory (AET).•Perceived site quality, affective reactions, and cognitive appraisal of incident-handling determine e-service customer behaviors.•The results confirm that perceived site quality and cognitive appraisal of incident-handling deterine e-service customer retention behaviors.•Three post-adoption behaviors under investigation are continuance intention, complaint intention, and recommendation intention.