The Nomological Network Validity of Perceived Fairness in Business-to-consumer Ecommerce

This study examines the influence of perceived fairness on consumer intentions in business-to-consumer electronic commerce. Perceived fairness, a construct mainly examined in management and marketing literature, could play important roles in people’s decision-making process when they shop online. Prior information system online trust research shed little light on this important issue. Based on the psychological contract theory and perceived justice theory, this study studied the nomological network validity of perceived fairness, and whether perceived fairness could influence consumers’ intentions beyond cognitive beliefs such as perceived trust. Psychological contract was proposed and validated as a predictor for perceived fairness. The results could shed light on the importance of customer service policies and help web vendors to improve these policies.