Exploring the Influential Factors of Continuous Online Shopping Intention

This study explores consumers' continuous intention regarding online shopping in Taiwan. The technology acceptance model and expectation confirmation are integrated to explore the influential factors intention. A total number of 236 samples were collected from an survey analyzed using structural equation modeling with partial least squares approach. has good explanatory power (73.8%) predict shopping. results indicate that satisfaction, attitude, perceived usefulness have a significant influence on Attitude large effect size is found be most predictor. Confirmation ease use indirectly influenced through satisfaction respectively. Perceived affects attitudes more than making easy operate. implications this research also discussed.