Exploring the Influential Factors of Continuous Online Shopping Intention

Abstract

This study explores consumers’ continuous intention regarding online shopping in Taiwan. The technology acceptance model and expectation confirmation model are integrated to explore the influential factors in the continuous online shopping intention. A total number of 236 samples were collected from an online survey and analyzed using structural equation modeling with the partial least squares approach. The integrated model has good explanatory power (73.8%) to predict the continuous intention of online shopping. The results indicate that satisfaction, attitude, and perceived usefulness have a significant influence on continuous intention. Attitude has large effect size and is found to be the most significant continuous intention predictor. Confirmation and perceived ease of use indirectly influenced continuous intention through satisfaction and attitude, respectively. Perceived usefulness affects consumers’ attitudes more than making online shopping easy to operate. The implications of this research are also discussed.