Title:
Understanding Online Shopping Continuance: An Extension of IT Continuance Model

Authors:
Meng-Lin Shih, Taiwan

Abstract:

Understanding IT continuance and its extension has been important in information systems field. By amending Bhattacherjee’s IT continuance model, we examine why consumers continue using an online shopping channel for product purchase. We use confirmation on product quality, confirmation on post-sales service, psychological contract fulfilment, and satisfaction to explain consumers’ attitude toward, and intention of, online shopping continuance. The results indicate that all the hypothesized relationships proposed in this study are significant at least at p-value < 0.01 level, demonstrating that product quality, post-sales service, psychological contract, and satisfaction are pivotal for consumers to repurchase products with that online channel. Detailed findings and conclusions for academics and practitioners are presented.

DOI: http://dx.doi.org/10.51505/ijaemr.2022.7601