B2C e-Commerce Success: a Test and Validation of a Revised Conceptual Model

Since the advent of the Internet, B2C e-Commerce has grown substantially across the globe. Whilst much research has examined factors influencing adoption of e-commerce, not as many studies have investigated the postadoption phenomenon of success. Those studies that have investigated IS success and the extensions required to accommodate e-commerce have mainly been conceptual. Few have attempted to test and validate the models empirically. The purpose of this study was to fill this gap. By drawing from the technology acceptance model, expectation-confirmation theory and IS success theory, a revised conceptual model was derived. The model and relationships were tested and validated using data gathered from 166 online consumers in South Africa. 7 interrelated dimensions of B2C e-commerce success were confirmed, namely service quality, system quality, information quality, trust, perceived usefulness, user satisfaction and continuance intentions. Direct relationships between dimensions were identified. These showed that user intentions to continue using an online retail site are directly influenced by perceived usefulness, user satisfaction and system quality. User satisfaction is directly influenced by service quality and perceived usefulness, whilst perceived usefulness is directly influenced by trust and information quality. Trust in the online retailer is directly influenced by service quality and system quality. The implications of these and other findings are discussed.