Document Type



Online shopping behaviors, different from traditional shopping behaviors, are related to information system and characterized with uncertainty, anonymity and potential opportunism. This paper is to conceptualize and analyze customer online behaviors, trust, customer satisfaction and customer loyalty based on Technology Acceptance Model (TAM). 1258 valid questionnaires are gathered from online customers having e-shopping experiences in Taiwan. Using structural equation modeling, the empirical results indicated that perceived use of use, perceived usefulness, and trust has the significant effects to facilitate customer satisfaction and customer loyalty, and further, effects customer’s intentions and behaviors toward online purchasing.