An Empirical Study of Online Consumer's Continuous Using Intention in Shopping Clothing: The Case of Clothing Zone in Yahoo Taiwan Shopping Center

• Main Authors: Pei-Wen Lai, 賴珮雯
• Other Authors: Chun-Hung Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/06864060340514858118

碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 98 === This study follows Post-Acceptance Model and Information System Success developed by Delone & Mclean, aims to examine the relationships between information quality, system quality, service quality and continuous using intention for which have had the experiences of shopping in the clothing zone in Yahoo! Taiwan shopping center, this study further investigates both mediation effects, in terms of perceived usefulness and user’s satisfaction, on the relationships between information quality, system quality, service quality and continuous using intention. The survey was conducted with questionnaires, uses online questionnaire and paper-questionnaire, the survey involves 403 valid samples which have had the experiences of shopping in the clothing zone in Yahoo! Taiwan shopping center. According to the research purposes and in order to test and verify the hypothesis, the independent sample t test, Pearson correlation analysis and linear regression were used to analyze the diverseness and relations of the data collected. The findings reveal that information quality, system quality and service quality have positive significant effect on user’s satisfaction and perceived usefulness, and they intermittently affect online consumer’s continuous using intention in shopping clothing. Also, the relationship between information quality, system quality, service quality and continuous using intention are actually with partial mediating effects because of the adding of the perceived usefulness and the user’s satisfaction.