| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 103 === In recent years, and the rise of e-commerce and the Internet to flourish, not only to subvert the traditional business model, also make new pathways and trading platform, more Internet trades are becoming more common. While Internet marketing is the current hottest issues of e-commerce research, but produced a more basic question, about whether this new mode of shopping that consumers can completely trust and continuous use. This study based on expectation confirmation theory, to discuss whether will affect consumers '' continuing use of Internet shopping behavior intentions. However, the expectation confirmation theory can only explain consumer satisfaction and post-purchase behavior, does not completely explain why consumers willing to use online shopping after continuous use. Therefore, in order to further understand the consumers are willing to continue to use intention of Internet shopping, this study combines the social cognitive theory, to explore how consumers are willing to continue to use the impact on online shopping.
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