Although trade costs for both sellers and buyers can be reduced through the usage of e-commerce, however low transfer costs and global competition cause that the e-bookstores to have to maintain their customer loyalty is more difficult than traditional shopping stores. The formations of the customer loyalty of e-bookstores have been explored by many researchers from different points of view, such as service quality, satisfaction and trust. Nevertheless, the current bottleneck of e-commerce operation is that consumers are no longer continuing using e-bookstores. Based on the theory of Post-Acceptance Model, this study empirically tested using a field survey of e-bookstore customers. According to the deconstruction of online store environment, the factors of expectation-confirmation contain the confirmation of information contents, the confirmation of system platform and confirmation of web services quality. The results showed that satisfaction and perceived usefulness are significant predictors of continuance intention. The expectation-confirmation factors except the confirmation of system platform are significant predictor of satisfaction and perceived usefulness. The implications of these findings for e-bookstore continuance theory and practice are proposed in the final section.
Tsai, Bor-Yuan and Yen, Yu-Ren, "Post-Adoption Behaviors of E-Bookstore Customers" (2009). ICEB 2009 Proceedings (Macau, SAR China). 25.