| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 98 === Online shopping provides convenience to website shoppers, yet its electronic format changes information-gathering methods traditionally used by customers. The internet bookstores become new industries which internet’s characteristics such as convenience and quickness, it can provide a new purchase way to consumer.
Attitude is determined by the sum of the expected outcomes and is weighted by the desirability of the outcome, it can influence performing the behavior in the future. Otherwise, a few studies investigate the relation of consumer disconfirmation and trust levels. This study integrates updated DeLone and McLean information systems success model, expectation disconfirmation theory and trust into a technology acceptance model to understand online purchase behavior and the factors that influence customers.
523 valid respondents of the survey, a structural equation model reveals that both user’s satisfaction and trust positively influenced consumers’ attitudes toward website. Furthermore, trust also positively influenced consumers’ repurchase intentions. This study pointed that consumer attitude and trust play significant roles in consumer purchase behavior of online shopping site. Finally, this study provides important implications for online shopping site vendors must keep in mind that customers are not only provided website users with system and information needs, but also shoppers with services and perceived ease of use need.
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