Understanding Post-Adoption of Online Shopping continuance Usage through the Social Exchange Theory

Electronic commerce researchers have retention of Consumers post-adoption continuance behavior attendees induce deep trust and service quality of online shopping behavior, thereby contributing to higher revenue and marketing strategy based on social exchange theory. This study provides additional information about the path from the service quality and trust to continuous usage. Also, this study investigates the different tendencies to continuance behavior by habit as a moderating effect within the conceptual model. According to the structural invariance test across moderating effect, it showed that: First, most of main effect paths showed significant positive signs only habit as moderator on trust in service provider is negative support. Second, the habit was supported as a moderator except for the trust in shopping-site to online shopping continuance interaction path. Unexpectedly, the positive moderating effect of habit tendency towards the path of trust in shopping-site to online shopping continuance in not significant. The theoretical and practical implications are discussed.