Understanding post-adoption of online shopping continuance usage through the social exchange theory

Chia Shiang Hsu, Shih Wei Chou, Hui-Tzu Min

Research output: Contribution to conferencePaperpeer-review

2 Citations (Scopus)

Abstract

Electronic commerce researchers have retention of Consumers post-adoption continuance behavior attendees induce deep trust and service quality of online shopping behavior, thereby contributing to higher revenue and marketing strategy based on social exchange theory. This study provides additional information about the path from the service quality and trust to continuous usage. Also, this study investigates the different tendencies to continuance behavior by habit as a moderating effect within the conceptual model. According to the structural invariance test across moderating effect, it showed that: First, most of main effect paths showed significant positive signs only habit as moderator on trust in service provider is negative support. Second, the habit was supported as a moderator except for the trust in shopping-site to online shopping continuance interaction path. Unexpectedly, the positive moderating effect of habit tendency towards the path of trust in shopping-site to online shopping continuance in not significant. The theoretical and practical implications are discussed.

Original languageEnglish
Publication statusPublished - 2014 Jan 1
Event18th Pacific Asia Conference on Information Systems, PACIS 2014 - Chengdu, China
Duration: 2014 Jun 242014 Jun 28

Other

Other18th Pacific Asia Conference on Information Systems, PACIS 2014
CountryChina
CityChengdu
Period14-06-2414-06-28

All Science Journal Classification (ASJC) codes

  • Information Systems

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