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The Roles of Constraint-Based and Dedication-Based Influences on User's Continued Online Shopping Behavior

Published online by Cambridge University Press:  10 January 2013

Su-Chao Chang  and
Chi-Min Chou
Su-Chao Chang
Affiliation:
National Cheng Kung University, Taiwan (Republic of China)
Chi-Min Chou*
Affiliation:
National Cheng Kung University, Taiwan (Republic of China)
*
Correspondence concerning this article should be addressed to Chi-Min Chou. Department of Business Administration, National Cheng Kung University, No.1, University Road, Tainan City 701, Taiwan (Republic of China). E-mail: [email protected]
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Abstract

The objective of this study was to determine empirically the role of constraint-based and dedication-based influences as drivers of the intention to continue using online shopping websites. Constraint-based influences consist of two variables: trust and perceived switching costs. Dedication-based influences consist of three variables: satisfaction, perceived usefulness, and trust. The current results indicate that both constraint-based and dedication-based influences are important drivers of the intention to continue using online shopping websites. The data also shows that trust has the strongest total effect on online shoppers' intention to continue using online shopping websites. In addition, the results indicate that the antecedents of constraint-based influences, technical bonds (e.g., perceived operational competence and perceived website interactivity) and social bonds (e.g., perceived relationship investment, community building, and intimacy) have indirect positive effects on the intention to continue using online shopping websites. Based on these findings, this research suggests that online shopping websites should build constraint-based and dedication-based influences to enhance user's continued online shopping behaviors simultaneously.

El objetivo de este trabajo fue comprobar experimentalmente el papel que juegan las técnicas basadas en la coacción o en la dedicación como impulsoras del uso de páginas web de compra on-line. Las influencias basadas en la coacción presentan dos variables: confianza y cambio de coste percibido. Las influencias basadas en la dedicación muestran tres variables: satisfacción, utilidad percibida y confianza. Los resultados indicaron que ambas influencias son importantes impulsores de la intención de continuar usando páginas web de compra on-line. Los datos mostraron que la confianza era la variable más influyente en la intención del uso de estas páginas web. Adicionalmente, los resultados indicaron que los antecedentes de las influencias basadas en la restricción, en cadenas técnicas (v.gr., competencia operacional percibida e interactividad percibida del sitio web) y las redes sociales (v.gr., inversión en relaciones percibida, comunidad e intimidad) tuvieron efectos indirectos positivos en la intención de continuar usando páginas web de compra on-line. De acuerdo con estos resultados, se sugiere que dichas páginas web deberían usar tanto influencias basadas en la restricción como en la dedicación para incrementar el uso continuado de la conducta de compra on-line.

Keywords

information system continuancepost-adoption behaviorsdedication and constraint based influencesonline shoppingsistema de información continuoconductas post-adopcióninfluencias basadas en la dedicación y en la restriccióncompra on-line
Type
Research Article
Information
The Spanish Journal of Psychology , Volume 15 , Issue 3 , November 2012 , pp. 1177 - 1200
Copyright
Copyright © Cambridge University Press 2012

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