A Study on the Factors Influencing the Intention of Reusing an E-Commerce Website

摘要

A customer’s intention of reusing an e-commerce website for shopping has a great consequence for the website’s profitability; therefore, understanding the factors that influence a Web-customer’s reuse intention is of great importance to e-commerce. This study examines the influencing factors by constructing an integrated model with the Motivation Hub and the Expectancy Disconfirmation Theory, and adopting the constructs of general and specific Internet self-efficacy, perceived performance, disconfirmation, satisfaction, and reuse intention. Six research hypotheses derived from the integrated model were validated by EQS using a field survey of the users of top 100 e-commerce websites in Taiwan. The academic implication of this study is that the integrated model explains the factors that influence Web-customers’ reuse intention. For practical application, the e-commerce companies can adopt the research outcomes to ensure the success of their websites.