Abstract

Online shopping pre-sale has great commercial value, and the key is to realize its commercial value,which is shown by the continuous purchase made by consumers. However, in China, there is a lack of relevant research on the factors affecting consumers' continued purchase intention. Based on the expectation confirmation theory, this paper constructs a model to explore the influential factors of the consumer's continued purchase intention. This study employed the Structural Equation Model (SEM) to perform empirical analysis. The results showed that the main influential factors of consumer’s continued purchase intention include perceived usefulness, perceived ease of use, expectation confirmation, and satisfaction. Among which, satisfaction had relatively high influence while perceived usefulness had a relatively low influence. Perceived usefulness and perceived ease of use had an indirect effect on the continued purchase intention through satisfaction.

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