An Empirical Analysis of Consumers’ Continuance Intention Towards Online Shopping

Abstract

Electronic commerce has provided opportunities to businesses to enhance their sale at the door steps of consumers. Consumers’ repurchase intention becomes a challenge to businesses most of the times. This study develops a research model based on Technology Acceptance Model (TAM), Task technology Fit (TTF), Perceived Trust, Perceived Enjoyment and Expectation Confirmation Model (ECM) to study the factors affecting online shopping continuance. Sample data was collected from Saudi Arabia by conducted a survey. Empirical data from 218 consumers was tested against the proposed model by using Structural Equation Modeling (SEM). The results reveal that perceived trust, perceived usefulness and online shopping satisfaction have significant effects on online shopping continuance. Predictors for perceived trust are perceived enjoyment and task technology fit. Perceived ease of use, confirmation and task technology fit are predictors of perceived usefulness. Effects of confirmation and Task technology fit are significant on online shopping satisfaction. The direct effect of perceived enjoyment on online shopping continuance is not significant. Recommendations based on the implications of the findings have been concluded in this paper.

DOI: 10.5901/mjss.2016.v7n5p95