Consumer Behavior towards Continued Use of Online Shopping: An Extend Expectation Disconfirmation Model

The business-to–consumer is the most visible business type of electronic commerce. Online shopping allows companies to provide product information and direct sales to their consumers. In order to effectively drive consumers to accept electronic commerce and online transactions, there is an urgent need to understand the factors that influence consumer behavior towards continued use of online transactions. The expectation disconfirmation model (EDM) from the consumer behavior literature has been used to explain continued information systems (IS) usage behavior. This paper takes an extend EDM perspective to predict and explain consumer behavior in the online shopping context. This proposed extend EDM, incorporating the perceived risk, trust and shopping enjoyment, was empirically tested with data collected from a survey of online shopping consumers in three websites. The objective of this research is to increase the understanding of consumer online behavior for future research in e-commerce.