Studies on the Flow Theory and Online Repurchase Behavior

• Main Authors: Ru-Yi Sung, 宋如怡
• Other Authors: Kuang-Peng Hung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/n5pg9z

碩士 === 銘傳大學 === 管理研究所 === 94 === Previous research suggests that an eventual information technology (IT) success depend on both its initial adoption (acceptance) and subsequent continued usage (continuance). Expectancy disconfirmation theory (EDT) has been successfully used to predict users’ intention to continue browsing website. This study proposed a decomposed EDT model to affect that influence consumers’ continuance decision in the context of online shopping. The proposed model extended EDT by decomposing the perceived performance component into enjoyment, control, and concentrate. The results suggest that consumers’ continuance browsing intention is determined by satisfaction, which in turn is jointly determined by perceived enjoyment, enjoyment disconfirmation, control disconfirmation, and concentrate disconfirmation.