期刊名称：International Journal of Business and Industrial Marketing
印刷版ISSN：2381-117X
电子版ISSN：2381-1188
出版年度：2015
卷号：1
期号：2
页码：16-25
语种：English
出版社：The American Association for Science and Technology
摘要：This paper develops a general model of customer online purchasing behavior using the technology acceptance model. One key contribution of this paper is to conceptualize and incorporate trust, customer e-satisfaction, and customer e-loyalty into an integrated technology acceptance model. In total, 1,258 valid questionnaires were gathered from online customers who engaged in e-shopping in Taiwan. The empirical analysis found that the integrated model was partially supported in online purchasing contexts. This study finds that trust is the major indicator of E-satisfaction and online purchasing attitudes; it appears to be more important than perceived usefulness and perceived ease of use. Interestingly, the empirical study indicates that a customer’s E-satisfaction has no significant effect on online purchasing intentions, and higher E-loyalty does not necessarily increase the amount or frequency of online purchasing.
