EXPLORING CONSUMER’S ONLINE SHOPPING BEHAVIOR FROM THE PERSPECTIVE OF TECHNOLOGY ACCEPTANCE MODEL

被引：0
|
作者：
Tang L.-L. [1 ]
Tsai C.-T. [2 ]
Lee Y.-H. [1 ]
机构：
[1] College of Management, Yuan Ze University
[2] Penghu Learning Center, National Open University
来源：
Journal of Quality | 2021年 / 28卷 / 06期
关键词：
Customer satisfaction; Flow experience; Online shopping; Service quality; Technology acceptance model;
D O I：
10.6220/joq.202112_28(6).0001
中图分类号：
学科分类号：
摘要：
In the past, there have been a lot of studies on consumers’ online shopping behaviors by using the technology acceptance model, but there are only few studies on the immersive state of information searching process. As a dynamic feature of the continuous occurrence process, this research has added immersion experience as an influencing variable in technology acceptance model. It is hoped to get a complete view of immersion experience through this study. This research survey which is titled as “data collection for those with online shopping experience,” has collected 610 valid samples and structural equation model was used to analyze those data. The result showed that customer satisfaction towards behavioral intention pathway coefficient of 0.81, indicating good customer satisfaction, which will influence the customer behavioral intention. In addition, this research proposed three competitive models to observe different aspects. The results showed there is a direct relationship between trust and customer satisfaction, trust has a strengthening effect, trust will affect the buying intention, and customer satisfaction is the accumulation of buying experience. As a result, we can understand that satisfaction and trust are not independent but are mutually related. Finally, this result which is based on established framework and empirical results, proposes the contributions and implications of management and suggestions for follow-up research. © 2021, Chinese Society for Quality. All rights reserved.
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页码：379 / 412
页数：33
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