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Vol.1 , No. 2, Publication Date: Apr. 28, 2015, Page: 16-25
| [1] | Tzy-Wen Tang, Department of Business Administration, National Chung Hsing University, 250 Kuo Kuang Rd., Taichung, Taiwan. |
| [2] | Rui-Ting Huang, Department of Business Administration, National Chung Hsing University, 250 Kuo Kuang Rd., Taichung, Taiwan. |
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.
Keywords
Technology Acceptance Model, Trust, Customer Behaviors, Customer Satisfaction, Customer Loyalty
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