| Summary: | 博士 === 國立中正大學 === 資訊管理學系暨研究所 === 99 === Prior e-commerce studies that have identified factors of stimulating consumers to accept and use an online shopping channel are unable to effectively validate the phenomenon that some consumers continue using the same online shopping channel after accepting it initially while other consumers discontinue usage after their earlier acceptance. Even though a few studies have been aware of the importance of examining e-commerce continuance (discontinuance) behavior, most of them do not employ the temporal variation in consumers’ cognition such as belief, attitude, and opinion to explain their steadiness from initial acceptance to subsequent continuance or their reversal from earlier adoption to later discontinuance. Understanding changes in consumers’ attitude and beliefs and explaining their influences on continuance behavior of e-commerce are the objectives of this dissertation.
This dissertation is one among few studies that apply attitude-change perspective to examine consumers’ continuance intention of e-commerce. Drawing upon attitude-change theories, this dissertation conceptualizes a research model to account for the “acceptance-discontinuance anomaly” in e-commerce context. The model primarily focuses on identifying which belief and attitude changes can lead consumers to continue using e-commerce as well as integrates expectation disconfirmation theory and informational social influence to develop salient constructs that can explain why consumers change their beliefs and attitude.
This dissertation moves a step forward in contributing our understanding of online consumer behavior. From a theoretical perspective, this dissertation responds the main difference with other prior research in that the proposed model draws on attitude-change argument to explicate consumers’ repurchase decision. Such an effort facilitates us to shape our awareness of e-commerce usage behavior across time and extend current state of knowledge in business-to-consumer (B2C) e-commerce context to include post-acceptance stage. From a practical perspective, exploring e-commerce continuance at the individual user level benefits B2C e-commerce enterprise to save cost because the cost of retaining existing customers may be lower as much as five times than that of acquiring new ones. This is becoming increasingly important as organization’s profit is often attributable to not only increasing business revenues but also reducing operation cost.
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